'Green' For The Lack Of A Better Word, Is Good

Green advertising and initiatives are everywhere these days. Subaru, Johnson and Johnson, even McDonalds.

Seems as if market research continues to drive corporate marketing campaigns. A variety of reports in B2C note that customers overwhelmingly consider sustainable or environmental details when making purchase decisions (what is not clear yet is does that make a difference in their actual purchase behavior). In B2B I have seen several studies that triangulate around the ‘80% of customers would pay up to 5% more’ for a product or service that is tied to ‘green’. Again, at the end of the day will the funds follow the hearts.

Regardless, this is a markers dream. A new field to play in. A new campaign to design and execute.

But is it all for real? Are the companies really embracing the change? Or are they ‘putting lipstick on a pig’, to use the cliché? It can be very hard to tell.

There is one site I really like to review, The Greenwashing Index. While not 100% comprehensive, it is very informative. With all the initiatives out there, they have their plates full.

Check them out at: http://www.greenwashingindex.com/.

BTW- I consumed no paper and produced no waste in the posting of this blog. My carbon footprint in the production of this message was negligible, and I will offset that by riding my bike this evening rather than driving. (Fact or Fiction? - maybe the greenwashing index will comment :) ).