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Micah通过Tumi行李箱向我们阐述绿色营销这种销售行为。购买尼龙的行李箱,就相当于种树(不知道是一棵树还是足以构成一个树丛的树,因为我们并不清楚一个手提箱是用多少棵树的木材制成的)。毋庸置疑,Tumi的倡议是无可厚非的,但是对于消费者,很难说是否如此。最简单的营销许诺是告诉人们只要他们购买你的产品,你就会做一些有益于环保的事情,就会支持某一项环保事业。没有人会去验证你有没有履行承诺,并且,我猜这种消费活动有90%会带来完全反面的结果——更多的垃圾,更多的碳排放,更多的废弃物。
Micah tells us about this sale of green marketing through Tumi’s luggage. Buying a nylon trunk is equivalent to planting trees (we do not know if it is a tree or a tree enough to make a tree because we do not know how many trees a suitcase is made of). There is no doubt that Tumi’s initiative is understandable, but it is hard for consumers to say so. The simplest marketing promise is telling people that as long as they buy your product, you’re going to do something that is good for the environment and will support a green business. No one will verify that you have fulfilled your commitments, and I suspect that 90% of such consumer activity will lead to completely negative consequences - more trash, more carbon, and more waste.