The organizations that make up the environmental movement have a great opportunity and challenge before them. These organizations could lead our nation in a time of great change. They could challenge the public to align personal consumer habits with positive environmental beliefs. However, the environmental movement has failed to market and communicate effectively. Due to this failure, companies such as Chevron and Wal-Mart have taken the moral high ground away from environmental organizations. The movement as a whole, with a few exceptions, has not successfully promoted key themes that could motivate change. There are rare examples of successful marketing and communication tactics from environmental groups. Effective fundraising techniques and an over dependence on public relations is often used in place of reliable advertising tactics. The majority of environmental organizations on the national, regional and state level have squandered opportunities to galvanize a broader audience base in the United States. Most environmental organizations have not kept up with the change in the overall populations attitude towards environmental dangers threatening the earth. The populace has the potential to become more aware and would be willing to act, if the NGOs, foundations and governmental bodies directed what type of action to take. With the ominous threat of global warming, people have not been moved to demand change from the government, private industry or particularly themselves. Environmental organizations must adopt a new marketing strategy in order to successfully lead the American public in this time of great change.
| Identifer | oai:union.ndltd.org:MONTANA/oai:etd.lib.umt.edu:etd-01042008-104239 |
| Date | 18 January 2008 |
| Creators | Rademacher, Ross |
| Contributors | Len Broberg, Larry Swanson, Dane Scott |
| Publisher | The University of Montana |
| Source Sets | University of Montana Missoula |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.umt.edu/theses/available/etd-01042008-104239/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to University of Montana or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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