Lorax Tattoo (Photo credit: jaundicedferret)
Universal Pictures’ “The Lorax” has received plenty of attention in the media, marketing and environmental worlds lately. Not much of it has been all that positive. How is it that a story written by our beloved Dr. Seuss and adapted to the big screen could cause such a stir?
Environmentalists up in arms
Well, for starters, the environmental community is a little up in arms that Universal Pictures “sold out” to Mazda using “The Lorax” to promote an SUV as if it were an environmentally-friendly vehicle. Turns out, the partnership was based upon a business goal of Mazda’s to increase fuel efficiency of its fleet. Well, a goal is good, but promoting an SUV as environmentally-friendly? That’s a bit of a stretch. So I can understand the squeals from the environmentalists.
Lorax overboard: How much is too much?
Then a recent article in Advertising Age raises the question as to whether or not Universal Pictures went a little overboard in “selling out” the Lorax brand. Many restaurants and retailers capitalized and organized special Lorax promotions, including IHOP, Seventh Generation, Target, Pottery Barn, Whole Foods and others all in an attempt to get parents and their young children to shop in their stores or buy their products. Granted, some of these are known “green” brands and some not so much.
“The Lorax,” which cautions about the dangers of super-industrialization or excessive consumerism, has been used by many to encourage what the movie preaches against. Buy! Buy! Buy! The irony is not lost on me, but then again, I can’t think of a recent movie targeting our children that hasn’t done the same thing. I know, I know, it doesn’t make it right. Okay, I can agree that the excessive branding was somewhat counter-productive.
The Lorax is brainwashing our youth?
In the media world, the New York Times review panned the movie calling it both preachy and sexist. Given the target audience (young children), I think the New York Times review is a bit much. If trying to educate viewers about environmental issues in an entertaining sort of way is preachy, so be it. If you want sexist, I suggest seeing most of the Disney princess movies.
Lou Dobbs even said it was an attempt by left-leaning Hollywood to brainwash our youth against business. Perhaps it was a slow news day for him?
Overall, I found the movie’s environmental message a refreshing change from many of the other children’s movies and programming out there today (admittedly, it was somewhat light on the environmental message and heavier on music, chases and other attention-grabbing effects). Both of my children enjoyed the movie and the environmental theme was not lost on them. My youngest came home and made a poster about the importance of trees and recycling (without any prompting from me!). My oldest thought the movie was somewhat “true to life.” And then our six-year-old neighbor said she liked the movie because
When searching on Twitter for comments about “The Lorax,” most of them were super-reflective comments like, “The Lorax was soooo cute!”
Yes, it certainly sounds like brainwashing to me.
The Lorax Lessons
“The Lorax” wasn’t among the Dr. Seuss stories I read as a child—it was published a few years after my Dr. Seuss reading days were over. I did come across the book though in the doctor’s office once and read part of it to my oldest who was probably 5 at the time. The movie goes well beyond the book—as one would expect to have any appeal to our children today—but the environmental theme is the same. And despite the many grumblings, “The Lorax” offers takeaways for everyone:
Lesson for children and adults: Trees are important to all living creatures and we all need to “speak for them.” (But don’t fall prey to slick advertising and believe everything you see and hear!)
Lesson for environmentalists: Take small victories when you can—as all cannot be gained in one giant step—but don’t give up the fight.
Lesson for marketers: Be aware that there is such a thing as too much when it comes to promoting your brand—brand alignment is essential.
And here’s a bonus lesson for business: Whether you provide a service or manufacture a product, there are opportunities to improve efficiencies and reduce waste in your processes. Upon returning from seeing “The Lorax,” I came across an article on industrial ecology which was the perfect tie in to “The Lorax”—and definitely worth a read if you’re not familiar with the concept. Then, I suggest taking your inner child to see “The Lorax” and consider how your company could “speak for the trees.” I swear, I haven’t been brainwashed!
