Green marketing, Eco marketing, carbon aware marketing, food miles marketing, Cause marketing, all are segments of “marketing” that have potential appeal to an “aware” group of consumers that just a few years ago would have been lumped together, and considered to be “tree huggers” or “loonies.”
Reaching these small but committed groups of consumers, and engaging with them is not possible in any cost effective way with mass media, it requires the communication tools of the 21st century to engage with, and be relevant to the emerging consumers of the 21st century.
It has always been the case that individuals were all different, it is just that branding evolved as a means to communicate to similar “masses” in the absence of being able to communicate with individuals about what made them an individual, a market of one.
Nothing has changed except the tools.
