The Ideological Nature of Environmental Advertising - The Intersection of Business Ethics and Social Responsibility Late 1990s

The Ideological Nature of Environmental Advertising - The Intersection of Business Ethics and Social Responsibility Late 1990s

In the mid-1990s, Japanese society was facing the dual challenges of economic stagnation and the emergence of environmental problems. After the collapse of the bubble economy, companies were beginning to be asked to move beyond mere growth supremacy and become socially responsible entities. At the same time, international issues such as global warming and waste management were attracting attention, and the 1997 Kyoto Conference (COP3) gave the impression that environmental response was not limited to the policies of a single country, but was a norm for the international community as a whole. Against this backdrop, "environmental advertising" became more than just a means of adorning product images; it was transformed into an important message that communicated a company's corporate philosophy to society.

The three elements presented by the Eco-Business Network (EBN) -- (1) presentation of philosophy, (2) information disclosure, and (3) consumer education -- encompassed the concept of advertising as a "forum for dialogue between the company and society. While conventional advertisements appealed to the superiority of functionality and price, environmental advertisements became a touchstone for showing "how a company is dealing with the global environment. For example, advertisements accompanied by environmental reports have changed from mere advertisements to statements of transparency, and consumers now judge whether or not they share a company's philosophy through the purchase of its products.

This ideology also corresponded to the "green consumer movement" of the time. Consumers themselves were increasingly choosing products based on their environmental friendliness, and advertising became a "mirror" that questioned the sincerity of the company. On the other hand, environmental advertisements without actual results ran the risk of being criticized as "greenwashing," making ethical practices indispensable for companies.

Thus, environmental advertising in the late 1990s became an ideological activity that symbolized "an ethical contract between business and society," beyond being a mere part of business strategy. At a time when social demands for conformity between philosophy and action were growing stronger, advertising began to assume a new role as a philosophical message that questioned the future image of the company.