IBM Green Campaign

Login / Register

You must Login or Register to rate this ad

Description:
Labeling this ad as greenwashed would be inappropriate. Greenwashing, as defined by your website is, ..a company or organization spends more time and money claiming to be "green" through advertising and marketing than actually implementing business practices that minimize environmental impact." Upon further inspection of IBM's corporate responsibility they appear to be deeply involved in environmental affairs. The attached ad is showing that using software for "automation comsolidation and efficiency" will save millions for the company thus pleasing the stockholders and the environmentally concerned. With continued practices like this for the IBM corporation they are sure to remain one of America's most successful hardware and software developers.

RATINGS & COMMENTS

2.5Green-Rising-Marketing’s
Rating
Comment:
Knowing that IBM has made significant strides towards greening, I don't find too much issue with this ad, except that it gives no details on what the product does or how...I can't say that's terrible since there are plenty of 'teaser' ads that encourage users to go to their site and learn more. I would say it is definitely vague, and advertisers have to be more cautious in the green industry about their teasers, lest they turn people off.Holly-www.greenrisingmarketing.com

5.0Milieunet’s
Rating
Comment:
IBM isn't green. Is this ad to mislead little children??

1.2RS1400’s
Rating
Comment:
This ad shows how "green" companies can save millions just reducing the usage of their software and energy costs "automating, consolidating, and efficiency". Green washing is described as a company spending more money advertising to be a "green" company, than actually helping minimize the environmental impact. IBM is not just promoting that they are green, but are taking direct action by replacing the current software. There are many ways a company can help the environment and each have to start somewhere. IBM should definitely keep promoting their "green" campaign by finding more ways go green and to better educate the public on their attempts to help out the environment.

0.0[email protected]’s
Rating
Comment:
The ad I used was an IBM Commercial of how they are going green and saving energy by changing the way they use their software. They state that this will save millions and make it appear to be an easy change. However, they do not say anything about the expenses of this process or just how easy it will be to implement. I gave this company a pretty high score because I believe the advertisement was very vague and was just trying to make IBM look like a green company and get a better reputation. However, in reality, they did not say anything about them as a company or anything they are improving besides the software. In order to improve this, IBM should go green in other ways than just the software. The commercial makes it appear the whole company is going green, which they are not, so it is greenwashing. They should be clearer on the fact that they are only improving the software or they should really go green in other ways around the company. For example, in their office buildings they could use more green utilities and recycle. After doing this, they can incorporate it into their commercials and prove they are really a green company. Right now, they are spending millions of dollars on marketing and advertisements to prove they are going green in certain areas. In reality, they may not even be saving as much money on the software improvements as they are spending on the marketing of it. This is why I feel IBM is greenwashing in this commercial.

3.4aap1326’s
Rating
Comment:
The ad talks about how IBM is going green by saving energy. I think the ad emphasizes more on how much money is saved "millions" than the real message of going green. what measures does IBM take to protect the environment were not mentioned. The ad is vague and should stress more on the green methods IBM uses to be environmentlly friendly.

3.4[email protected]’s
Rating
Comment:
I feel that the company is only showing how the will save money is the software asspect. There is no proof that the company is going green in other ways (at their offices building, etc.).

3.0ca1154’s
Rating
Comment:
I remember watching this ad on television, and thinking that IBM was playing on the whole "green" thing a bit too much. IBM is not what I would refer to as a very environmentally threatening company. Besides, the ad wasn't even all that original; it reminded me of the SUV commercial where the guy is driving through the mountains and animals jump in the car and start singing along. The ad didn't make me want to go out and buy an IBM, nor did it make me want to be any more environmentally conscious.

4.1dgarciabtte’s
Rating
Comment:
Several companies have begun to implement new software to save energy. There are two benefits involved: the protection of the environment, and the profit’s improvement through the reduction of the energy expenses. I believe most of the companies are more motivated for the profit’s benefit than the environment one. Companies such as IBM hide their real interest; they show us that they care the environment, but truly, they main goal is to increase their profits. Thus, they are using this additional benefit to make promotion and marketing and look like a green company. Anyway, it does not matter in which IBM is more interested in; at least they are doing something to reduce their environment impact. The problem is that whether they want to deliver a real green message, they should change this commercial. I got so confused when I watched it at the first time. I really don’t know what they are trying to imply with the commercial, what is the message about. In my opinion, this kind of commercial should be enough clear and deliver the right message whether they want to gain any effect on people.