Marketing for a Cause - Inventive Marketing
Environmental issues like climate change and oil dependency seem to be on the forefront these days, and one popular target for change (not to mention feasible) is reducing use of disposable plastic bags.
A recent Ad Age article about alternatives to plastic bags really points out the scope of the problem:
*500 billion plastic bags are used globally each year
*100 billion end up in US landfills every year
*90% of grocery bags are plastic
*380 billion plastic bags, sacks and wraps are used every year in the United States
*1,000 years is the estimated time it could take for a plastic bag to decompose
*5.2% of plastic bags/sacks were recycled in 2005 vs. 21% of paper bags/sacks
With retailers, like Ikea, promoting reusable bags (the now infamous Big Blue Bag sells for 59 cents) we will hopefully see these numbers decrease over time. Even those in Hollywood are getting involved in the cause.
Last week, Wednesday, trendy shoppers lined up as early as 4:00 AM to get their hands on British designer Anya Hindmarch's limited edition, eco-friendly $15 canvas handbag with the words, "I'm Not a Plastic Bag" across it.
This "marketing for a cause" may be getting out of control. High end designers Hermes and Stella McCartney have also gone to designing reusable grocery bags created for shoppers who need to show off their taste and status as they pick up this weeks' groceries. According to AOL Money and Finance, the Hermes version will hit U.S. stores this summer. Made of "hand-wrought" silk, it carries a price tag of $960 and McCartney's offering is a bargain, at just $495 for organic canvas.
What do you think of this marketing for a cause?