'Green' marketing loses buzz and credibility

At an annual gathering of the advertising industry a year ago in Cannes, the environment was the topic du jour. "Be seen, be green," one agency urged on the invitation to its party at a hillside villa. Al Gore, invited by another agency, flew in to deliver a message linked to "An Inconvenient Truth," his film about climate change: that the ad industry could play an influential role in encouraging business and consumers to change their ways and slow the process of global warming.

The sun was still beating down on the Côte d'Azur last month as advertising executives from all over the world returned for this year's festival. But Al Gore, the former U.S. vice president, was nowhere to be found, and the party buzz was about the U.S. presidential elections, the Euro 2008 soccer tournament or even the business of advertising itself. "Green" marketing, while booming, had lost some of its buzz.