Please don’t turn Earth Day into another holiday like Christmas, where marketers pollute it’s real meaning. If you’re going to market your greenness, do it consistently and authentically. This means that your organization needs to embrace and involve green practices. Don’t be cheesy, but be real.
Archive for the 'Green' Category
Greenwashing – the act of falsely or loosely portraying one’s greenness – is coming under fire from a few watchdog groups. This is great news. Until there is some resistance to greenwashing, some evil companies will continue dressing themselves up in a green disguise, while still committing environmental damage. In order to keep the green revolution believable, people must fight back against all falsehood and deception.
Read this article for the story.
Green has been the color of choice over the last couple of years. It seems everybody wants to be a champion of environmental causes. The standard approach is to tout one’s greenness, be it a new product or service. This is great, and I think that new innovations in environmentally friendly offerings is a good first step.
However, I think many marketers and companies are missing a huge point. To make the biggest impact with your greenness, your offering must help change a customer’s behavior, not just their market basket. It’s not enough to tweak a few ingredients and call it a day.
For example, Toyota’s Prius includes gauges that give you feedback on your driving habit’s impact on fuel efficiency. Due to this feedback, you will begin altering your driving behavior to improve your efficiency. This is an excellent example of a green product doing it’s job.
Real green change will only happen once consumers begin altering their behavior. This occurs through education, feedback, and providing incentives toward greenness.
