Is Green Getting Obscene?

Tired of hearing how green is the new black? Well in honor of World Environment Day, I must express my own fatigue.

Green is critical to our future existence which is perhaps why it’s over-exposed.

We now have green weddings after which you can take a green honeymoon, located using a green search engine, powered by green electricity. And all of this was, of course, funded through a green bank.

Maybe green really is gold?

But there’s more. The Pope is slowly turning Vatican City green as are retailers. Even my hometown Cincinnati Reds are going carbon neutral. They're already win neutral, but that’s for another blog.

The end result is a challenge and an opportunity for communication professionals. Awareness of the need for green is high, but as everything becomes green, it will be harder to differentiate good causes from attempts at misinformation and green washing.

Rohit Bhargava points us to some interesting conversation around the topic. As he’s been working on several green projects, I’m sure he can add to this discussion.

”The World is Flat’s” Thomas Friedman talks about The Power of Green and wants to do away with the word.

”In the world of ideas, to name something is to own it. If you can name an issue, you can own the issue. One thing that always struck me about the term “green” was the degree to which, for so many years, it was defined by its opponents — by the people who wanted to disparage it. I want to rename green.”

While he charges that windmill, just remember that green can be unique, cool and relevant to everyone. It simply takes our creativity.

Related:
BusinessWeek’s Green Biz Blog
Pete Blackshaw on the green meme

Green Mosaic uploaded by MasterSayder
tags | green marketing

Comments

[Leo]

And yet, Thomas Friedman is the perfect reverse barometer for everything else.

[Rohit]

This is one of the reasons I really love your perspective, Kevin ... because you usually offer a reasoned and unique view. You're right there's a lot of corporate attention on green - it is rapidly going from a differentiator to a must have. I actually think that's a good thing, because perhaps it signals that we are heading towards a world where companies that do not have "green policies" in place are looked upon as those without sexual harassment codes or facilities for the handicapped. Pretty soon, being green won't be an option. If we reach that point where green is not longer a marketing message, but just standard business practice - I think we will all be better for it.

[Kevin Dugan]

Rohit - Thanks for stopping by. Our architects assume it will become more commonplace as well, like ADA and handicapped access. We're starting to see it more in the retail industry each day, including the link above. By the way, I read about the Pandemic Flu blog http://blog.pandemicflu.gov/ in PRWeek. Congratulations.

[Gavin Heaton]

I agree with Rohit. It may take some time, but one day there will be no choice. "Green" will be the cost of playing at the table. But I think there is still a long way to go. How companies handle themselves in that transition will impact their future credenials (a bad wrap can last a thousand years on the web).