Marketing Matters

Several years ago, when hybrids had just begun to enter the market and were very difficult to find, I launched into exhaustive research to determine the best car for me with the least environmental impact. I ended up with a low emission diesel. Was it the best choice? Almost a decade later, I still struggle with that question—even though I worked with several energy-related non-profits to run eco-comparisons for me.

My thinking at the time was that my Jetta TDI did not contribute to climate change, maintained an impressive 50 mpg, could run on bio diesel and the engine was designed to last 200,000 + miles. Plus, I admit I was seduced by the fact that it had heated seats. As the head of a social change marketing firm who works with wellness companies, green marketing companies, wellness marketing, wellness promotion and has an extensive expertise in renewable energy marketing, you would think the decision about what car to buy would come a bit easier. But still, I experience hybrid angst. Did I make the right choice?

Today, Audi ran a tower ad in the New York Times online proclaiming, "Di*sel is no longer a dirty word." All my old questions and doubt came raging back. Which goes to show you, when it comes to buying green, the answers are not always so black and white.