GREEN is the new Black
The importance of a favorable public image is no secret and as discussions about pollution and climate change become more frequent, oil companies have tried their best to adapt their public image. BP kicked off their re-branding campaign about five years ago when they changed their name from British Petroleum to Beyond Petroleum. BP has not abandoned oil and gas but they have made large-scale investments in eco-friendly energies; and as their own slogan reads, “it’s a start”. As the pioneer oil company to acknowledge their contribution to global warming, BP was confronted with both praise and criticism. Since the inception of BP’s re-branding efforts they’ve continued to position themselves as a “green” oil company (if there is such a thing).
On the other hand, Exxon Mobil adamantly denies the significance of peak oil and avoids taking direct responsibility for climate change. Yet, executives at Exxon must have seen the benefit of a green public image because they’ve introduced a new slogan to their ad campaign: “Exxon Mobil: taking on the world’s toughest energy challenges”. Exxon’s website also includes information on ways to minimize environmental impact, optimize fuel economy, etc. (Check out: http://exxonmobil.com/corporate/imports/challenges_us/index.html)
The New York Times had an article last week (see : http://www.nytimes.com/2006/12/28/business/media/28adco.html?ex=157680000&en=588a20fc9c88b81e&ei=5124&partner=permalink&exprod=permalink
) which featured new advertising agencies specializing in “green” marketing. The growing number of ad agencies focused on this environmental niche exemplifies the value consumers now place on respecting the environment. As companies acknowledge the fiscal benefits of appearing eco-friendly its important that we, as consumers, endorse true environmental efforts to be environmentally conscious and respectful.