Case Study: A Subtle Approach to Environmental Stewardship

Forgit notes that sales are doing well, and he plans to broaden his offerings in those categories.

The cataloger’s creative doesn’t scream “environmentally sound.” Rather, the staff takes a subtle approach, mentioning the ecological proponents of the merchandise in its regular body copy. Why the soft sell? Forgit doesn’t want the catalogs to be known just as sellers of environmental products.