Is Green Marketing a PR Gimmick? (Elevate Connect)

Key Takeaways:

  • Recently Ovo energy announced it was instituting a “green marketing” approach, causing critics to wonder if a green marketing department is possible – or just a PR stunt.
  • Influencer marketing is designed to add credibility to social media advertising, so the need for #ad has worried many marketers. But do consumers care? Maybe not.
  • For online-only brands looking to drive sales, adding a physical location might do the trick. But without a strategy that goes beyond buying and selling, these companies might lose in the same way as the victims of the “retail-pocalypse.”


Is ‘Green’ Marketing a New Frontier for Responsible Marketers or Simply a PR Gimmick?

Is ‘Green’ Marketing a New Frontier for Responsible Marketers or Simply a PR Gimmick?

There is little doubt in the scientific community that man-made global warming is a threat to both our present and our future. As some of the entities with the largest carbon footprint, many companies have begun to see the need to reduce their environmental impact. So much so, that green business practices are relatively mainstream. But what mandate should all businesses have related to environmental impact, and how deep should it go throughout the organization?

Ovo Energy announced that it believes sustainability should be in every aspect of their business, including marketing. But in terms of business practices, some people are left scratching their heads related to how “green marketing” can make a measurable impact. As a result, some are questioning the company’s motives, wondering if sustainable marketing is really just a PR move. Read on to learn more.


Do Influencers Need to Tell Audiences They’re Getting Paid?

Do Influencers Need to Tell Audiences They’re Getting Paid?

We all know the power of social media and the immense effect influencers can have on their following. So much so that the FTC has proposed “endorsement guidelines” so brands and their partners disclose “#ad” or “paid partnership” to their audience.

But some companies are fighting to keep these relationships under wraps. Understandably so, as “companies fear that the credibility associated with electronic word-of-mouth (e-WOM) will be compromised by disclosure.” However, as this HBR article points out, recent research shows that followers actually might not care if they know they’re being sold to. More importantly, disclosure doesn’t seem to impact purchase intent. Wonder why? Read on.


Why Changing Your Company’s Name Can Be an Operational Nightmare

Why Changing Your Company’s Name Can Be an Operational Nightmare

It’s not unusual for brands to do a slight tweak to their logo, branding, or, in some cases, even brand name. Brands like Jamba Juice (now Jamba), Weight Watchers (WW), and even Starbucks Coffee (Starbucks) all underwent a name change without much consequence from consumers.

Often, the modification is a strategic decision. For example, a broader name allows a brand to avoid being pigeonholed or limited to certain products. Some brands want a sleeker, sexier look that’s better recalled. But, even if consumers don’t mind the change, altering a company’s name can be painful. The process is expensive and comes with endless headaches, according to the chief marketer of Dunkin’.


‘Customers Aren’t Going There to Shop’: How DTC Retailers are Prioritizing Foot Traffic and In-Store Sales

‘Customers Aren’t Going There to Shop’: How DTC Retailers are Prioritizing Foot Traffic and In-Store Sales

It is well-understood that the retail world has changed. While consumers continue to visit brick and mortar shops, their expectations and behaviors have shifted. Creating a compelling in-store experience – one that often has little to do with buying and selling – has become a key element to keeping consumers engaged. This approach to retail has become such an asset that online-only brands like Everlane and Third Love, along with many DTC brands, are using physical spaces to avoid expensive online ad prices and promote company growth.

According to Glossy, “DTC brands that focus purely on driving sales and revenue growth, or treat the in-store experience as an afterthought, are the ones that are falling behind in physical retail.” Since customers in large part are using stores as places to try products and experience a brand (rather than actually shop), companies need to provide a top-notch experience that is designed to skip the cash register all together and drive online sales.


Bar Fight: Cliff Challenges Kind Snacks to Go Organic, Kind Fires Back

‘Customers Aren’t Going There to Shop’: How DTC Retailers are Prioritizing Foot Traffic and In-Store Sales

For decades, brands have pondered the age-old question: what is better for business, brand wars or brand collaboration? In the snack bar sector, there is no doubt that the boxing gloves are getting good use as Cliff Bar and Kind Snacks have come to blows. Cliff Bar recently challenged Kind Snacks to use organic ingredients, even offering to provide the goods for them. Kind didn’t take “kindly” to the suggestion, countering by pointing out the higher sugar content in Cliff.

In what is an age-old conflict, brand wars are often rooted in challenging each other to be more transparent with their products and how they are developed. So, does the increased transparency of battle mean that the consumer is the real winner in the battle of the brands?


Facebook Opens Privacy Cafe Pop-Ups

Facebook has made headlines for many years surrounding privacy breaches, a topic that even forced Mark Zuckerberg in front of congress. Many Facebook users are concerned about the amount of private information that has and continues to be collected, used, and sold.

To address the issue, Facebook is offering pop up cafes where users can receive help with their privacy settings and get a free cup of coffee. Visitors can also learn about and get clarification surrounding other Facebook settings. Here’s to hoping consumers get their privacy concerns taken care of. After all, at the end (or beginning) of the day, everything is better with a croissant.


36 Insanely Useful Productivity Hacks

‘Customers Aren’t Going There to Shop’: How DTC Retailers are Prioritizing Foot Traffic and In-Store Sales

What do we want? To be more productive. When do we want it? At the crack of dawn.

Cue in the countless tips and tricks that everyone, from influencers to business leaders. And it makes sense – who doesn’t want to get more done and feel great about it? Rather than taking a stab in the dark, this article in Entrepreneur is offering up productivity methods that are backed by research. Thus, they have deemed their list insanely useful productivity hacks employed by “the extremely productive” (a.k.a., the XP).

You may have already tried a few of these, but some techniques, especially when combined with others, can be hyper-effective. Want to get started? Number one on the extreme productivity list: just say no.


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Author: Nick Riggall


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