Has little left for the electronics chain’s own twist on marketing “climate days”.
This week, many have received a newsletter from Elkjøp entitled «Climate days at Elkjøp». One of those who received the newsletter on Monday morning was Petter Gulli. He is the founder of 12 years, a champion of sustainable branding and one of the people behind the Greenwashing Poster.
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He calls himself «an imperfect climate activist and unprepared climate optimist », and thought that “Climate Days at Elkjøp” had something to do with climate, as most people recognize the term. The newsletter did not do that at all. The newsletter contained marketing to buy air purifiers and heat pumps, because “a good indoor climate is more important than many people think”, it says.
– What in # $ @!% Is happening here?
Gulli was therefore quickly out on Linkedin with unflattering words about the electricity giant, since the newsletter was sent out on the same day as the Glasgow Climate Summit (COP26) began. according to Campaigns he wrote this first.
– What in # $ @!% Is what is happening here, Elkjøp »? he asks, and follows up with a question to his followers: “Very cynical or just totally unmusical?”
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On Tuesday afternoon, however, language use has moderated somewhat, and it says the following on Gulli’s Linkedin profile.
– What happens here then Elkjøp Norge AS? Launches “Climate Days” which have nothing to do with the climate crisis on the same day as # COP26 starts ??? Very unmusical. Thought you took better care after all the noise around Green Weekend which also did not have the green shift.
He confirms that the wording was much stronger on Monday, but tells Tuesday night why he changed the post.
– It is true that it was changed. It could be given the impression that I thought that Elkjøp did this completely consciously. I do not necessarily think so. But I insist that it is unmusical and clumsy to send out emails with climate days in the morning, the same day as COP26 starts, Gulli says to Nettavisen.
To Campaign emphasizes the climate activist that he has talked a lot with Elkjøp, and that they also do a lot of good.
Just by chance
Elkjøp understands little of the criticism. Among other things, they say the following Campaigns:
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– This is not about timing around the climate summit, and we have not before Kampanje got in touch today, received feedback that this has been misunderstood at earlier times by our customers. Our work to reduce the climate footprint of our companies and our products goes far beyond using puns in our marketing, writes communications manager Madeleine Schøyen in an e-mail to Campaigns.
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