The corporate creation of an engaging ‘green’ spectacle

The following is an extract from our forthcoming book Climate Change, Capitalism and Corporations: Processes of Creative Self-destruction (Cambridge University Press) - out in bookshops later this year.

Corporate marketing and branding around sustainability and ‘green’ themes has undergone dynamic growth over the past decade as social concern over the environment and climate change has spiralled. Many major consumer brands – including Walmart, Ben & Jerry’s, GE, Toyota, Patagonia, Frito-Lay, Timberland, Tesco and even Shell – have embraced a ‘green’ message in their marketing.

A principal aim has been to successfully tap into consumers’ increased environmental awareness while avoiding allegations of duplicity or ‘greenwashing’. Guy Pearse has documented that there is often a disconnect between the ‘green’ boasts of corporate advertising and the reality of environmental impact. A selective focus on specific products and activities is sometimes exposed, as are assertions that are simply inaccurate; but what remains unmistakable in all such activities is an emphasis on evoking positive emotions among consumers and the public in general as part of an alternative emotionology of challenge and opportunity.

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