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They Put the Pedal to the Metal to Take the Road Rage Out of Green Marketing

“Turning ad campaigns into movements that matter” has been my theme this week for my “Sustainable Storytelling” blog. In polling the agency about brand movements that matter to them, Stan Yamamoto, our Director of Client Services, provided this unique insight into a sustainable company he admires: Honda.

I have always liked Honda as a green/sustainable company. They have been leaders in this arena for a while, not just recent years. I was able to see this first hand when I worked on the Regional Honda dealer group account for over a year.

Obviously, they are in the car selling business. That means selling cars that use gas (depleting fossil fuels), cause pollution and just leave a major carbon footprint. So showing “green-ness” of the company would make logical sense in order to take some heat off one of their core businesses.

But Honda really goes beyond the standard environmental/green/sustainable route.  Starting with their core – automobiles – and the awards they have won over the past years for fuel efficiency and being the top “Greenest Vehicles”.

There is no denying that they have money for significant ad campaigns. But they do spend their money to promote both products and global issues in often fun and fascinating way.

Honda wins Commercial of the Decade, but not for the ad you think

They reach out in other ways beyond advertising too to spread the word of buying a Honda has some benefits beyond being cleaner, greener. And the end result is trying to sell cars, but then that revenue is still powering the engine that can save the world on a grand scale.

Honda Loves You Back

And they reach out to the community in big ways. “American Honda Supports Green Music Group Challenge.” Or check out the “2009 Honda EARTH ANGEL APPLICANT SUBMISSION.”

Honda’s philosophy has been making the world a better place for years. One of their primary goals is being “a company that society wants to exist.” I’d say that’s wanting to make the world a better place. I’ve always admired the way Honda stays focused, has kept sending out a great message for being environmentally sensitive and puts their money where their mouth is, before it really became stylish.