Before Christmas I mentioned that I hated the ‘hands cupping a sapling‘ image used by so many green businesses. Then I admitted our corporate Christmas cards featured a polar bear rolling in the snow (v. cute – drop me a line and I’ll send you one next year). Well, Getty Images has done some research that suggests these eco-clichés are a turn off to the average punter.
This is a perennial problem for promoting green businesses – what images manage to use to communicate their ethos and values without the sappiness of the clichés. For the Terra Infirma masthead, we went for a picture of Kalundborg, the home of industrial symbiosis
because a. we work with industry, b. Kalundborg is an exemplar of the type of solution we present to clients (waste is a resource), and c. we had a picture of Kalundborg. Of course few people recognise the picture and its significance and one reader described it as ‘dark satanic mills’. Ho hum. I’ll keep looking.