What would be the mission of an international trade association for Green marketers? In launching the International Association of Earth-Conscious Marketers, here’s what I hope we’ll be focused on:
1. To use our skills in marketing and our commitment to ethical approaches to create messages that encourage the use of earth-friendly products and services, and the rapid spread and adoption of earth-conscious ideas into the social mainstream.
2. To identify and oppose (both publicly and privately) messages and methods that claim to be Green but are actually harmful to the environment and/or misleading to stakeholders and/or the general public. (Need an example? Nuclear power, the most potentially catastrophic of any energy technology, and one that consumes a great deal of carbon when you look at the big picture including mining, milling, processing, transportation, waste storage, etc—is being widely touted as a carbon-neutral Green alternative, which it most decidedly is not.)
3. To encourage our employers and clients to take ever-greater steps toward environmental and social responsibility.
3. To provide support and resources for marketers who foster improvements in the environment, locally, nationally, or globally.
4. To offer recognition of and legitimacy to those marketers working for a Greener world, who can announce to their public that they have met the membership standards of the International Association of Earth-Conscious Marketers and are qualified to assist.
5. To present an accurate face of social and environmental responsibility from the business world, and to shape the discourse on responsible environmental and social practices in business.
Your thoughts?
