Health

Today marks the 38th annual celebration of Earth Day, and once again the event comes with its fair share of PR hype and misleading marketing campaigns. In the spirit of dedicating ourselves to genuine concern for the planet, today is therefore a good time to look carefully at corporate environmental claims, some of which consist more of empty rhetoric than real substance.

Companies like Wal-Mart are announcing environmental initiatives. General Electric has its "Ecomagnation" advertising campaign. In Singapore, a shopping center is advertising that customers can "shop to save planet earth" -- and if they buy enough, they might win a new car!

The ritual of green hypocrisy frequently requires that companies and politicians redefine environmental progress in increasingly creative ways. Last week, for example, George W. Bush announced a plan to address the problem of global warming by "halting the growth" of U.S. greenhouse gas emissions by the year 2025. Beyond the fact that this target date is 17 years in the future, what really means is that during those 17 years not only will greenhouse gas emissions continue, the amount of those emissions will continue to grow. As columnist Gail Collins observed in the New York Times, this would be akin to having an overweight person announce a plan to achieve "an 18 percent reduction in the rate at which he was gaining weight, to be reached within the next decade."

The Second Circuit of the United States Court of Appeals missed a great opportunity this week to hold the tobacco industry accountable for one of its worst marketing tactics -- positioning cigarette brands in response to smokers' medical concerns. The April 7, 2008, issue of the New York Times has an article about the dismissal of a huge, class-action lawsuit against the tobacco industry that was brought by smokers of "light" cigarettes who claimed they were misled about the relative safety of "light" cigarettes compared to regular, "full flavor" cigarettes. The suit, and its dismissal by the court, brought to mind a little-recognized tobacco industry marketing survival tactic that weighs heavily on the public's perception of exactly what "light" means.

The tobacco industry has long had a remarkable ability to rescue itself from damaging health claims by turning allegations against its products into marketing opportunities. Inside the industry, the fact that cigarettes cause widespread illness and death is referred to as the "smoking and health" issue, or "S&H issue" for short. Tobacco marketers consider "S&H issues" to be little more than "external marketing forces" that require re-positioning of products, through changes in advertising copy strategy, so that smokers will get an illusion of safety from the dangers they perceive.