Guilt Trip: From Fear to Guilt on the Green Bandwagon

by Alex Hesz, Bambos Neophytou

'CSR', 'Green', 'Ethics', 'Fair Trade', 'Organic' are all buttons that marketers are keen to push right now to get us to engage us with their products. Why? Because, amongst many, these issues hit a nerve and our consciences can be comforted in the knowledge we are purchasing for the greater good. Guilt Trip talks to the history of the marketing communications story, analyses the journey of traditional advertising techniques past and present and tackles the exploitation of guilt and fear . The authors talk with leading marketers and advertising agency heads, politicians and consumers, doctors and historians to explore the pivotal role played by the Green phenomenon within this transformation. Going further, it asks how companies, politicians and individuals will react to this emerging but irrevocable change, and what will be the fate of those who react too slowly, or ignore it altogether.

284 pages, Hardcover

First published December 1, 2009