Marketing Sustainably: What's Going on Beyond and Beneath the Green? A blog posting questions, opportunities, concerns and observations on sustainability in marketing.
Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of direct marketing. He serves on the Direct Marketing Association Committee on the Environment and Social Responsibility, where he is currently chairman of the Committee's Marketing & Communications Public Outreach Strategy Working Group (2005-present).
Chet co-developed the first professional certificate program in environmentally responsible marketing within the United States. He also served on the United States Postal Service Greening the Mail Task Force (2007-2010), and led its Life Cycle of Mail Subcommittee.
There's certainty among us that such clients exist. (Even he admitted he has some in his mix.) It's just that not all the new business pitches these days are with brands that are ready to fly among the clouds. Taking the safest route may win the business, but trying to be safe all the time is so boring—and keeps everyone sadly on the ground all the time.
Judging the Direct Marketing Association International ECHO Awards every year, as I so enjoy doing, really gives me a superb perspective on who's creating magnificent advertising—both here at home and (often) overseas.
There's still time to make that ECHO Award deadline this year, now extended to May 28 (Wednesday this week): http://www.dma-echo.org/.
A helpful video for last-minute entering tips—from the Judges themselves:
There's still time to prove to the world—there really are courageous clients (and the agencies that support them).