Guilt Trip From Fear to Guilt on the Green Bandwagon

by Hesz, Alex; Neophytou, Bambos

• ISBN13: 9780470746226
• ISBN10: 047074622X
• Edition: 1st
• Format: Hardcover
• Copyright: 2009-11-09
• Publisher: Wiley

Summary

The way we see the world is changing.There was a time, faced with foreign wars or natural disasters, collapsing ice shelves and toxic air, when we ran about screaming 'Oh God, what can we do?'. Terrified, we searched for a way out, scattering the tiny boxes at B&Q in search of the energy-efficient light bulbs that were to be the world's salvation.That reaction has begun to change. Faced with stark images of what takes place on our behalf, we have begun to ask a profoundly different question.'Oh God. What have we done?'The shift from Fear to Guilt is of huge importance. We have begun to ask new questions, and demand entirely new answers from those who represent us.How have you made this jumper so cheap? How have you stopped that country from hurting my family? How can a whole chicken cost less than a coffee?Guilt Trip explores what that new relationship means for brands, consumers and the broader world, showing how the Green and Ethical phenomena played the crucial role of catalyst in the shift from Fear to Guilt.It provides a guide to navigating the practical dangers of this consumer landscape. It shows how the guilt phenomenon is changing the way we all respond to what we're told by brands and politicians alike, providing real-world examples of those brands and individuals who have engaged successfully with it, and those who are suffering from their refusal to do so.Our Guilt has changed everything, and this book explains what that means to you.

Author Biography

Alex Hesz

Across several of London’s Advertising and Communications Agencies, Alex has worked with some of the world’s largest brands and businesses, including British Airways, Diageo, GlaxoSmithKline, Coca-Cola, Nestle, RBS and the UK Government.

Highlights within this career have included tripping up England Footballer Steven Gerrard on the eve of a World Cup, becoming trapped in Tokyo due to temporary madness and marching across Scottish bogs in pitch darkness in search of spring water for whisky. He lives in South London, and works at DDB.

Bambos Neophytou

Since abandoning his academic research program (to explain sociological theories of code-switching through the apparatus of cognitive pragmatics), Bambos has been paid by various organizations (BBH, VCCP, Coke, The UK Government, BA, Unilever etc.) for strategic work in the marketing and communications sectors.

This has involved (amongst other things) spending two days at a ‘swingers’ holiday club in France, playing and shopping with gamers in Leeds and spending a day airside at Gatwick airport. He currently lives in West Berkshire, is training to be a carpenter and is Head of Planning at Exposure.

Table of Contents

Introduction - Idiots and Infants	p. vii
An Irrational Animal	p. 1
The Sneetches and Other Parables	p. 1
A Rose by Any Other Name	p. 15
ÆTis the Season for Extraordinary Mass Acquisition	p. 31
The Necessary Lie	p. 45
What is Marketing?	p. 45
A Brief History of Shouting - Part 1	p. 56
A Brief History of Shouting - Part 2	p. 68
Omnipotent Slaves	p. 82
You Can't Handle the Truth	p. 99
Keep It Simple, Stupid	p. 99
An Extraordinary Addiction	p. 111
The Tuna that won't Turn Pink in the Can	p. 123
Guilt is the New Fear	p. 139
The Pet Goat, and Other Frightening Stories	p. 139
Culpability Killed the Cat	p. 151
The Big Green Button	p. 165
Shades of Green	p. 177
A Sweet Truth, or, A-Till-a the Un-healthy	p. 177
A Token of Appreciation	p. 192
The Arabian Babbler and Bob Dylan	p. 205
Reparations	p. 217
Ask notà	p. 217
It's OK to be Bad	p. 230
What Now?	p. 244
Index	p. 259
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