Maybe you’ve read his book, Buyology: Truth And Lies About Why We Buy, an examination of the influences (many of them subconscious) that motivate us as consumers. Martin Lindstrom is a leading marketing guru, advising execs from some of the world’s biggest brands. We like this guy. Especially now that we’ve heard his accent. Here’s one of his videos from Ad Age that we found particularly interesting.

In the video, Lindstrom tackles the idea that eco-marketing through a recession might be on the decline. He points to the fact that there were no overt eco-messaging during the Super Bowl, the highest profile ad day of the year [I think the GE spot with the Tin Man had a clear environmental message] as proof that brands might be feeling now is not the time to be investing in and highlighting green initiatives. To that, he effectively says, ‘bad idea jeans!’

Eco-marketing- and, though we’re not sure he necessarily means this, we take that to mean putting forth a genuine message of sustainability- is key for three reasons. I’m paraphrasing here, so watch the video:  1) very few have the balls to do it right now, so make yours the lone voice. Your brand will stand out on the strength of that. 2) aligning yourself with an eco-message won’t hurt your brand, and if you can provoke a conversation you’ll gain positive recognition and 3) it’s the right thing to do, so you’ll establish your brand as an advocate of the earth, on the right side of history.