You have heard of Greenwashing, now we have Localwashing. You just have to love how when a good idea comes out marketers just love to bastardize it!
Reprinted: Treehugger 9/2009 Brian Merchant
We’re all plenty familiar with the advertising trend where marketers seek to portray products and services from a ‘green’ angle, regardless of their actual environmental impact. Well, perhaps such greenwashing campaigns have proved so successful (some 98% of ‘eco-labeled’ products were greenwashed last year) that marketers are following its lead to exploit another growing environmental trend–this time, it’s “localwashing.” Here are some pictures of the worst ads by big companies pretending to be local in order to cash in on conscious consumers.
Grist put together an informative/appalling/hilarious slideshow that demonstrates how big corporations–from the Venezuelan oil company Citgo to Starbucks to Lay’s–have launched marketing campaigns attempting to portray their businesses as ‘local’ to cash in on the positive trend of buying and eating local.