Amelia's Marvelous Marketing Blog

One of my favourite quotes about sustainability is that of the title of this blog. Moving from a fairly third- world country to a strongly first-world country it is more evident than ever- going green is a social trend that only the wealthy can afford. In Africa, marketing channels seem to based chiefly on the “cheaper good, better value” variety; whereas here ‘green’ seems to take centre stage.

When I first saw the Prius Harmony advert I was intrigued by the images of the people dressed up as plants. At first I didn’t even realize they were people. I think the advert is well directed, with a catchy sound track, as well vibrant colours. It definitely captures a psychological need which I see evident in many of the Canadians I’m surrounded by- that of a lifestyle that tries to tread lightly on our plant.

In South Africa the Prius has hardly entered the market, mainly due to its high price. Here however, as in all of North America,the Prius is in high demand. It is quite evident that the difference between the success rate of the hybrid in South Africa as opposed to Canada is due to the fact that people here are willing to pay extra as long as it allows them to associate with the’ eco-friendly’ image. Many say the success of the Prius over other hybrid cars is because everyone driving a hybrid wants everyone else to know they are driving a hybrid.The Prius is one of the only hybrids which was built as a hybrid from its beginning, whereas the other hybrids of today started off as regular cars. In this sense the Prius has become a fashion accessory image  like the rubber “issue bracelets” in yellow and other colours. It shows the world that you care.

At the end of the day,I can only but smile because what could be better than something that is good for the world becoming a fashion item! It does its own advertising without the neediness of most charitable organizations/products. It has positive externalities in the sense that the more people seen with the item, the more others want to be seen with the item, and the world, through its own consumer- driven nature actually does something for the good of all.

https://www.youtube.com/watch?v=Tq4nrmnqY9o