It's Not Easy Being Green

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Spiraling fuel prices and global warming fears have once again made environmental issues fashionable, especially in advertising. But branding experts warn that as more companies adopt slick image campaigns, consumers are growing increasingly confused over what it means to be “green,” making it harder to create effective environmental marketing efforts.

In a study released last month by brand consultancy Landor, the recent spate of environment-themed campaigns, from General Electric’s “Ecomagination” effort to Dow Chemical’s new “Human Element” initiative, has left the consumer unsure of what a company means when it touts eco-friendly credentials.

“Is it about the environment, organic food...

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