Brands are obsessed with appearing cool; therefore, they capture and mine youth

Green marketing promotes an idealized view 
of alternative energy sources.
Have you ever felt that alternative energy 
sources are advertised as the solution to all our 
problems by almost every politician, media 
source and company?
If so, you’d be right on: green marketing is 
omnipresent in public discourse. But why is that?
For starters, because politicians see the 
potential economic benefits of new energy 
technologies. They hope the alternative energy 
industry will invigorate the economy and improve 
employment figures.
Even more importantly, today’s journalists seem 
to vehemently support alternative energy 
technologies without doing their homework. 
They rely on material provided by alternative 
energy companies and public relations firms 
instead of engaging in proper investigative 
journalism.
This practice of source journalism is due to the 
fact that the media sources can’t afford to keep 
as many journalists on staff as they would like. 
Consider that two-thirds of online journalists feel 
that they have to focus on delivering rather than 
debating information due to cost pressure.
And so, journalists don’t dig deep enough to find 
the downsides of alternative energy forms.
What’s more, journalists’ attempt to be objective 
also presents its own dilemma. It may seem as if 
they’re living up to their principle of objectivity by 
reducing the energy debate to a battle between 
alternative and conventional energy sources, but 
in doing so they totally overlook simpler, non-
technical alternative solutions, such as car-
sharing, commuting by bike and other energy-
saving measures.
There are always more than two sides to any 
debate.
Journalists also find themselves pressured by 
multinational firms that support alternative 
energy solutions. A recent report by the Pew 
Research Center found that 68 percent of 
journalists who wrote for local newspapers felt 
that business pressure influenced their writing. 
This does not mean companies are actually 
instructing journalists what to write: they wield a 
subtler influence. One example is that, typically, 
companies have financed the studies that 
journalists use as their information sources.