University Daily Kansan / Wednesday, April 18, 1990
3B
Peace, health and environment serve as strong marketing tools
By John Cunniff The Associated Press
NEW YORK — In an economy gone ecological, some of the old marketing concepts that once could be relied upon to sell products have developed a reputation as bad as noxious chemicals.
In the best of the marketing tradition, however, few companies are complaining. Their tested concepts have been degraded, and they have embraced the new. What's new sells, and they know it.
They accept the idea that they just can't use "disposable" without accepting the consequences and that in selling cars and gasoline, they must steer clear of horsepower claims and talk about low mileage and clean burning.
In cereals, health is tops and taste is now secondary. In a cholesterol-conscious world, the beef industry talks about leanness rather than juiciness, and fast-food outlets are forced to reconsider their recipes.
In marketing today, companies must be against pollution, for recycling, against fat and for lean, for peace rather than military might, and view diets as necessary to good health rather than for making a person swim-suit slim.
Annual reports of paper companies show clean streams rather than log-folded ones and those of heavy manufacturers are more likely to show the factory's beautiful front lawn than the parts inventory in the rear.
Companies can do no wrong if they align themselves with peace, health, equal rights, sexual equality, clean environment, patriotism, education, naturalness, opportunities for minorities, community mindedness and family life.
As such concerns have forced almost every company in
the United States to rethink its values and recast its image, the effort has not been without benefits. Like anything else, these issues can be used to promote goods and services.
and services In short, and in a marketing sense, those movements designed to improve the quality of life have come of age. They are powerful enough to sell goods and services.
The observance of Earth Day on April 22 is the proximate reason for all the attention being given to such issues, and they have been developing for a long time, simultaneously with a weakening of resistance.
Twenty years ago, for example, some of the nation's biggest paper companies were reluctant to spend the nine-figure sums required to clean up their operations, which were among the largest polluters of waterways
The Council On Economic Priorities, a volunteer group, began rating them on compliance with environmental standards and discovered that paper companies with the best environmental records tended to have the highest price-earnings ratios on their stocks. It helped sell environmental issues.
senvironmental matters. Peace became a practical, dollar and sense issue too. Various groups developed mutual funds that included shares of companies deemed peaceful, that is, not connected with military matters in any way. Some did fairly well.
Health consciousness was being raised at about the same time, and when President Jimmy Carter denounced the three-martini lunch as a waste of money, it already was on its way out. Liquor consumption statistics document it.
s statistics document it.
The consumer movement, which began even before the environmental, health and women's movements, was then at full strength denouncing the very notions that bigger was better, that glitz was chic and that exclusive was better.
USDA approves testing of cabbage and broccoli that glow when rotting
The Associated Press
WASHINGTON - The Agriculture Department reported yesterday that it had approved an Auburn University scientist's proposal to conduct field tests of cabbage and broccoli that have been genetically engineered to glow.
needed to be issued to Joseph Shaw, an assistant professor of botany and microbiology, to begin the tests this month in Macon County, Ala.
Shaw transferred a set of genes having a code for bioluminescence from a marine organism into bacteria that cause black rot, a major disease of plants in the cabbage and broccoli family.
After infecting plants with the luminescent black rot bacteria, the diseased plant parts will glow, allowing scientists to trace the progress of the disease through the plant.
The process will allow scientists to observe the disease's progress without destroying the plants, Shaw said in a report.
James W. Glosser, administrator of the department's Animal and Plant Health Inspection Service, which issued the permit, said a review showed the proposed field tests would pose no agricultural or human hazard.
in nature, the microorganism, Vibrio fischeri, enjoys a symbiotic relationship with fish.
The Associated Press
NEW YORK — Life magazine's red and white logo is turning green in May to commemorate Earth Day, which is April 22. It is only the second time in the magazine's 53-year history that it has changed the colors.
The only other time was when it appeared in black in 1963 after President Kennedy's assassination.
"The last time Life's logo changed color, it marked a moment of national mourning," said Jim Gaines, managing editor. "This time we're hoping to sound an alarm that may prevent worldwide mourning by future generations."
The May issue includes several articles about the environment, including a cover story on trees.
ine magazine's white letters on a red background logo was introduced Nov. 23, 1936.
The tropical rain and evergreen forests represent 50% of the earth's remaining forest
In1989 we were clearing 60 acres every minute.
At this rate these forests will all be gone in 50 years.
Cornucopia
Celebrating 15 Years
Serving Lawrence
1801 Mass
Lawrence, Kansas
Phone: 842-9637
Hours 11:00am-10:00pm Mon-Sat
11:00am-9:00pm Sun
There's money to be made by stuffing inserts for the University Daily Kansan. Call Mike at 864-4358, between 9a.m.-5p.m.
CLIP A COUPON!
Groups and Individuals welcome to call.
SEE THE CLASSIFIEDS
If you need abortion or birth control services, we can help.
Confidential pregnancy testing • Safe, affordable abortion services • Birth control • Tubal ligation • Gyn exams • Testing and treatment for sexually transmitted diseases. Providing quality health care to women since 1974.
Insurance, VISA & MasterCard accepted.
For information and appointments (913) 345-1400
Toll Free 1-800-227-1918
Comprehensive Health for women
4401 West 109th (I-435 & Rw)
Overland Park, Kansas
For information and appointments (913) 345-1400
Toll Free 1-800-227-1918
749-0055
620 W. 12th
(Behind the Crossing)
Taste the Rudy's Difference Old Fashioned handmade crust and spicey wine sauce.
SUMMER EMPLOYMENT Johnson Co. Kansas
Clerical Positions
Light Industrial
File Clerks
Packers
Typists
Assemblv
Assembly
Word Processors
Data Entry
Warehouse
Receptionists
General Labor
Lawn Maintenance
- NO FEES -
Temporaries
Macintosh*
(913) 491-0944
The Challenge is On!
The power to do your best at KU
© The 1980 Apple Logo and Macintosh are registered trademarks of Apple Computer, Inc.
Call collect for details & application
The KU Bookstores, Apple Computers and MacSource challenge you to compete in the
1420 Karnd Drive, Lawrence 749-6554
Mac Challenge Grass Volleyball Tournament in front of Allen Field House on Sunday, April 29, 1990.
The four divisions will be University Men's Living Groups, University Women's Living Groups, University Departments and Registered Student Organizations. The first place team in each division will receive a
FREE MACINTOSH PLUS COMPUTER! Second place teams receive FREE APPLE SWEATSHIRTS.
Tournament rules and entry forms available at the Student Union Activities Office in the Kansas Union. ( $50 Entry fee per team)
MACSOURCE
1420 Knapp Drive, Lawrence 799-4556
IFC SPRING OPEN HOUSE RUSH WEEKEND
APRIL 21-22 HOUSES PARTICIPATING
ALPHA TAU OMEGA
DELTA TAU DELTA
KAPPA SIGMA
PHI DELTA THETA
PHI KAPPA PSI
SIGMA CHI
SIGMA PHI EPSILON
THETA CHI
ALPHA KAPPA LAMBDA
DELTA UPSILON
LAMBDA CHI ALPHA
PHI GAMMA DELTA
PHI KAPPA TAU
SIGMA ALPHA EPSILON
SIGMA NU
TAU KAPPA EPSILON
TRIANGLE
THERE WILL BE A $20.00 REGISTRATION FEE. THE LAST CHANCE TO REGISTER IS
TODAY AT 12:00 P.M.
NOTE: SPRING OPEN HOUSE IS OPEN TO THE FIRST 150 RUSHEES, FOR MORE
INFORMATION CALL, 864-3559