Oil companies and auto manufacturers are spending millions of dollars these days trying to convince us all that they are going “green” and that they care about the environment. Yet, they continue to earn the scorn of politicians and citizens alike. Why aren’t their efforts to improve their image working?

Because marketing is a battle of perception, not product.

The truth is that many of these corporations have come quite a long way in improving their sensitivity to green issues. There’s still a long way to go, of course, but that doesn’t dismiss the progress that has been made.

But the truth doesn’t matter. Because, again, marketing is a battle of perception, not product.

If the oil companies and automakers really wanted to impact consumer perception, they would team up and change consumer experience at the local gas station.Think about it: when you go to your local gas station…

• What do you see? The digital ticker speeding it’s way to $70 for a tank of gas.
• What do you smell? The sickeningly sweet, rich smell of fuel. Or, the exhaust of other cars.
• What do you taste? Exhaust fumes in the air, or unhealthy snacks purchased inside at the register.
• What do you hear? The rumble of engines.

Does any of that translate into “green”? Of course not. Therefore, your experience at the pump does not support the idea that automakers and oil companies give a rip about going green. In fact, your experience supports the opposite. Your experience creates the perception that they are far from “green.”

Behavior creates experience creates perception…and, once more, marketing is a battle of perception, not product.

Until the behavior that creates the experience changes, the millions of dollars spent to influence perception will be wasted.