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This section is all
about social
marketing -- convincing everyone to be part of our movement.
We all do social marketing. From the local group to the
biggest government, we brand our message and try to convince people
to join our cause or buy our product.
The net result is that
the environment is the most branded social movement in all of
history.
At the local level, this
outpouring of creativity is amazing and wonderful. It helps
communities come together and create their own vision for the
future.
At higher levels, social
marketing can get ugly. It can be as much about promoting
the marketer as the action. In fact, high level competitive
branding turns out to be one of the major barriers to building a
united movement.
This is why our approach
to social marketing is movement-based.
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The
emphasis is on action, usually a simple action that leads to a
deeper commitment
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The
actions are linked to support services -- groups or programs
that can help people conserve.
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the
message and material can be integrated with other campaigns,
giving large and small groups the opportunity to retain
individuality and their own identity within a united campaign.
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In a sea of individual actions, we've decided to focus on
the most basic of messages -- I Conserve.
The more people who say "I
conserve", the stronger our movement, the greater the need
for support programs, green products, financial incentives
and environmental policy.
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