The Canadian government is showing concern for the environment in every province, with incentives for both residents and corporations. Aside from providing the next generation a world to live in, though, businesses and consumers are getting warm fuzzy feelings from what has now become a real market trend – going green. Consumers of this era are the savviest and most ethically driven that North American materialism has ever witnessed; they crave responsible yet indulgent consumption, while governments and businesses are fighting hard for their approval. Hence the rash of tax breaks and charitable donations that come tied to marketing campaigns and publicity stunts.
Where better to witness the madness of marketing, the struggle for ethical business, and the resulting win-win situation for all levels of Canadian citizenry than the business capital of Canada, Toronto? This week I got the scoop on a few of the organizations providing top debates and successful schemes.
For instance, on June 21 the Canadian Association of Importers and Exporters celebrated its 75th anniversary gala with a theme of "Greening Your Business – The New Competitive Advantage." The event was held at the Liberty Grand and speakers included James H. Miller, executive vice-president of Honda Canada Inc. and Judith E. McKay, chief administrative officer & general counsel for DuPont Canada.
On June 26, just days after Ontario Premier Dalton McGuinty promised 88 million dollars toward Home Energy Retrofit and Solar Power Initiatives
, another corporate-to-consumer event was held on the subject of eco-friendly business. Discussing the marketing merits of hopping on the fuel-efficient bandwagon were Renee L'Abbe (Creative Research Unit), Jen Evans (Sequentia Communications), Adrian Capobianco (Fuse Marketing) and Kaileen Millard (NPD Group) at the Fashion Group International seminar, "Harnessing the Power of the Modern Consumer."Published in the Women's Post, July 6 2007
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