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Bringing back the hippies

Posted in Advertising, Marketing, Mel Varley, Latest reporters' blogs July 16th, 2007 by Melinda Varley

The last couple of years have seen the topic of African poverty, global warming and carbon emissions become topics of heated debate by using clever marketing slogans.

We’ve been here before, but now I want to highlight how brands attempt to bring back flower power.

Ben & Jerry’s is holding a music festival at the end of the month where it will heavily promote itself as ‘carbon neutral.’ Is the concept going to sell tickets and ice cream?

The truth is it probably won’t and no matter what ‘green’ messages are shouted out by the stars on the day, they will be forgotten quicker than the ice cream will melt in your mouth.

Cast your mind back to Live 8 – I was there and can’t remember much apart from Madonna dragging some poor African teenager around the stage with her while screaming out obscenities. 

Bob Geldolf said a few heartfelt words about money and funding and whatever else, we weren’t even drunk and can’t remember. But we should be forgiven because we were there for the music and organisers often see this as a way of getting you in a place so they can brainwash you with their views.

Unfortunately it just doesn’t work on most of us. We’ll be going to the Ben & Jerry’s festival to see the Proclaimers and sing our favourite pub song 3000 miles. Not because we think we are backing a brand that is carbon neutral. Or are there people that seek out these ‘carbon neutral’ and ‘green peace’ events and products? How many people consciously attend music festivals for the ‘green’ message or spend an extra pound on their tea bags to support fair trade?