I suppose I’ve dated myself identifying this, but I can’t help it. For the baby boomer generation, S&H Green Stamps are as familiar a logo as Coca-Cola and the always entertaining roadside Burma-shave messages. According to Wikipedia, during the 1960s, the S&H rewards catalog printed by the company was the largest publication in the United States and the company issued three times as many stamps as the U.S. Postal Service. So, it seems ironic to have USPS issuing “green stamps” now.
When the USPS decided to issue their own “green stamps”, I figured the first thing they would hit on would be global warming and CO2 reduction. After all, they have a green page at USPS.com and they have climate change figured greatly with a carbon footprint calculator. Have a look: http://www.usps.com/green/
Surprisingly though, when you watch the promotional video, there’s no stamp that says anything about global warming or CO2. Even the official USPS press release has no mention of global warming, climate change, or carbon footprint. That’s just strange. Maybe they realize that it has become “Voldemort” in Washington.
USPS created a whole new plate of “forever” stamps that will hold their value even if the rates go up….only one problem, the message is just a leeetle bit off where most consumers want to be. Watch the video:
I think they need to work on the message just a bit more. The “forever” message on this stamp (and others) was really just a bit too much I think.
I’m fine with energy conservation, I practice it myself. But really, forever is a long time. I had to laugh at the juxtapositioning of the message and how they are revealed in the video. The other one that made me cringe was “use public transportation”…forever.
Perhaps it was so familiar to them, they missed the unintentional gaffe. Only a bureaucrat could miss this silliness. Or, maybe it’s a new brand of not-so-subliminal messaging. Either way, I don’t think it will work.
As George Monbiot recently put it:
It is a campaign not for abundance but for austerity. It is a campaign not for more freedom but for less. Strangest of all, it is a campaign not just against other people, but against ourselves.
Of course I’m sure the USPS will be just as successful at promoting this new green message via “forever stamps” as they are with their primary mission: