- Carmen
- According to White (2019), greenwashing is “deceptive marketing communications that promote a perception that a company’s policies or products are environmentally friendly when that is not actually the case” while green marketing is “an approach characterized by practices that minimize the impacts of production processes, packaging, and marketing communications” (sec. 10.2). After reading about the Diesel Global Warming Ready campaign, I believe Diesel’s campaign is greenwashing. The company itself has not changed its practices in manufacturing, shipping, sourcing, or material to help environmental sustainability. Diesel advertises and seems to promote the idea of environmental sustainability, but contradicts the idea with their actions. The pictures used to market their products promote harming the environment such as the picture of people on a yacht posted by Diesel called Rio de Janeiro underwater (Macleod, 2007).
- Pryor to this discussion, this campaign wouldn’t prevent me from buying their product without further research. I tend to not follow campaign ads or promotions but rather shop for products that I like or are a reasonable price. Since I had to look into this campaign further for this discussion post, I will now not support their company or campaign base on greenwashing and the company not caring about the environment.
- Jamie
- This Global Warming Ready campaign by Diesel seemed like they were using global warming as a way to take creative pictures to advertise their brand and grab people’s attention. Global warming is such a hot topic, and Diesel used that to their advantage without actually doing anything to aid in global warming prevention. I think the main goal of Diesel was to make more money by looking like they were involved in the environment. When I went to their virtual site, www.stopglobalwarming.org (Links to an external site.), none of the links worked. I couldn’t click on anything to show my support or get involved. The only links that worked were all of the hotel links at the bottom of the page. Also, if you go to their website, there is nothing that shows they are involved in any sort of environment concern. I’m guessing their global warming campaign idea died off rather quickly.
- I think this campaign uses more of a greenwashing technique than a green marketing technique. I didn’t see them claim anywhere that their clothes were ethically made or environmentally friendly. However, they did advertise their campaign would help global warming, but there are very few details about their actual involvement and impact. Their photo advertisements seemed like they were trying to make global warming look cool with their creative backgrounds and high fashion models.
- I don’t think I would have bought from Diesel because they are way too expensive, but after seeing this campaign I think I would be even less likely to buy them. If they were genuinely concerned with the environment, and using their profits for a good cause, I think I higher price tag would be justifiable. However, the fact that they put on a show to look involved so that they could make more money seems rather shady to me.
