Dow Chemical and “greenwashing,” Part 1
Dow Chemical began its “Human Element” campaign in 2007 and released this video in 2008. It represents a special kind of “high concept” advertising campaign, the “good guy” campaign. In such an ad, the company seeks to improve its image, especially in its weakest areas. For a chemical company, the weakest part of its image often centers on environmental concerns. Dow has sponsored this and other initiatives aimed at persuading people to accept Dow as an environmentally responsible citizen.
- Many of Dow’s efforts are available on Dow’s YouTube channel.
- Sometimes such campaigns backfire, as in the case of the video that Dow rejected for its “The Future We Create: The Future of Water” campaign.
- Dow goes way back in its efforts to improve its image. Read Mark Crispin Miller’s commentary from 1990 about the tropes used in one Dow ad.