In tough times conspicuous consumption and wastefulness are uncool. In tough times we eat more leftovers, think about all the plastic water bottles we put into landfills, and ride our bikes to the store. It’s the way we should live all the time, but what we really need is to have our kids remind us to be more thoughtful about waste. Just like when they told us not to smoke or drive after drinking a beer. Kids are our conscience.
In tough times, marketers that help educate our kids about the perils of wastefulness and poor environmental habits will be viewed by adults as more worthy of our business. And marketers who don’t just “preach” but “do” will be viewed most favorably — like the milk company that changed the shape of its gallon jugs to save energy consumption 3 ways.