Marketing Weblog: Al Gore, Climate Change and Convenient SMS

For once I will not speak of company marketing but of Climate Change Marketing. For Climatic Change has become one the hottest spot of the year and perhaps of the years to come.

It is difficult that such a primarily scientifically subject, not immediate but affecting the medium to long term, has got so much attention in the media and has driven Al Gore to be awarded the Nobel Peace Price.

The Al Gore film An inconvenient Truth, his world tournee of Conferences and the creation of an Al-Gore´s army of Clima Speakers around the world, has lastly woken up the conscience of the world… that has today access to electricity.

This has been an extraordinary marketing example, the combination of basic evidence- the IPCC technical reports, with a powerful mass campaign –Al Gore film and Conferences, and a continuous, remembering campaign. His Army of Clima Speakers in many countries and languages.

The business community has also jumped to the opportunity. Now, many companies boast how much they are climate friendly. Not before long, the greenhouse gas emission of a product will be included together with other elements such as content or compliance with safety regulations. Climate Change has been seen as a powerful marketing element by many companies.

But insofar, the most promising idea has come from the IT industry. IT industry is, by its own nature, a reduced emitter of greenhouse gases per unit of value and consequently have come out with a fantastic idea: The industry together with the European Commission have launched the “mobGAS” initiative.

This is basically a user friendly software, soon available in all European languages, that could only be discharged in to your mobile phone, and that with the input from your daily behaviour, will tell you how much greenhouse gases you have emitted that day and give you also tips to reduce emissions. Instead of an inconvenient truth you will have a convenient SMS.

For the IT industry three pluses: First it rallies behind clima protection, second they find a niche of potential new uses for the mobile phone, last but no least, you will have to pay for your convenient SMS and so the companies will raise their profits.

Comments

The sad news is that there is not scientific evidence that the human action is responsible for climate change. Many renowns professors and specialists argue the IPCC conclusions.
So Mr Gore's campaing is a misuse of marketing science in order to manipulate public opinion.
By the way, during Mr Gore's tenure greenhouse gasses released by America grew at a much higer rate than those in Europe (now the tendency is quite the opposite) and he flies in private planes (not a good example of being environmentaly concious).
Is this the right way to use marketing?

Can you please name the scientific articles arguing IPCC conclusions?. Ah, you can't. You only have a couple of biased online questionaries.

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