Opinion: Letters - Going green is crucial during a recession ..

I was interested to read the results of Futerra and the CIPR's advice for marketers and PR people planning effective green campaigns for their clients (News Analysis, 23 May).

A number of our clients have approached us recently asking how they should adapt their green messaging with the onset of the credit crunch.

Do consumers care as much now they are feeling the pinch, they ask? But in the face of a recession not only is it vital to hold on to any well substantiated green PR messaging, but to actually increase it, highlighting the ways in which consumers can both be green and save money. For many sectors such as technology and automotive, being green by saving energy also saves money.

Hotwire carried out some pan-European research recently looking at some of the core trends relating to green PR and found that in the automotive industry for example, while only 0.7 per cent of press releases contain green messaging, 78 per cent of consumers would choose a green car over its non-green counterpart, if similarly priced.

Now, more than ever, it is important to retain valid environmental messaging in campaigns.

Brendon Craigie, managing director, Hotwire.

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