Enviroment is becoming a business and, if it will succeed, we have a higher chance to keep our world alive.
Italian newspapers are filled with adv from major utilities company, such as Eni, Sorgenia, and manufacturers of lighting systems, such as Guzzini, Beghelli. All these ads have in common the message: save on electricity through a responsible and efficient lighting system.
Advice such as: do not leave appliances on stand by, adoption of low intensity light bulbs, computer assisted light system, etc.
What I find interesting in the approach is that no one of the company lose time talking about the future of the world, the eco system, etc. They go straight on the saving concept.
The eco concept is in the bodycopy, as an additional benefit.
Is it the same in the US or in other European countries?
Is that a new trend?