I discovered just how mainstream environmentalism has become when I went on a rare night out to a movie this past weekend. Part of the premise of 27 Dresses is that the male object of desire is an executive who makes his living in an ecologically-friendly business. He’s an outdoorsman, vegetarian and general all-around, planet-loving kind of guy.
The fact that environmentalism was an (albeit small) aspect of the plot is interesting. But even more interesting is the fact that the movie was sprinkled with green product placements to emphasize the characterization. In the space of a few minutes I saw a close-up of a major green cleaning brand followed by a shot of a hybrid car. From a business perspective, this makes me believe a few things:
- Businesses continue to see the value of green branding
- Green companies are doing well enough financially to invest in product placements on the big screen
- Hollywood is perfectly comfortable depicting green as cool
The fact that environmentally-friendly products are showing up in mainstream movies is further evidence that more and more companies are likely to jump on the green marketing bandwagon. On the downside this means we’ll probably see an increase in greenwashing. On the upside it means that consumers want to buy green, and demand will only lead to greater supply.
Posted by Mari in Green products, Marketing