Price Justification

According to the polls (see last post), people think that oil companies are price gouging, but they also said they would be willing to pay more if the funds went to developing renewable energy.

We've all become cynical of advertising claims in general. Which businesses do we support when all claim to support sustainability, especially if they increase prices to pay for it? People are willing to pay more for a just cause. So how will we be able to discern a good cause from a good marketing technique? It seems sincerity will be the victor.

Big companies are mobilizing for a war of green propaganda. Even if most only invest a relatively small amount into the effort, others are dedicated to change. As great as the green boom could be, the greatest danger will be corporations that profit from the perception of sustainable practice while refusing to change core policies. Let's hope the watchdog function of the internet can match the corporate PR machines and be able to tell the difference.

At least people care enough about the future of their energy resources to change brand preference because of it. Now if only our infrastructure changed to allow everyone to choose  a low-consumption lifestyle, we'd be in good shape.  But it comes down to convenience, or lack thereof.

Would people pay more to consume less? There's the fuel to drive the upcoming green marketing.