Everywhere we look, we’re seeing green.
No, not money, or grass. “Green” as in natural, organic, wholesome, recyclable. It’s all over the place.
And like any other trend, marketing gurus from coast to coast are jumping all over it, even introducing “green marketing” to our vocabulary.
Green is being pushed as a benefit. A feature. We’re finding just about any product can find a way to be green.
The problem is that the thought of being green has so saturated our culture that’s it’s not that special any more. In fact, it’s an expectation.
So, if you’re touting your new “green initiatives” and expecting a pat on the back, don’t be surprised when it doesn’t happen. What you’re really saying is “we didn’t jump on this a few years ago cuz it was too expensive, but now we’re being forced to by the market (and maybe even regulators).”
Sure, green it up. It’s responsible and a sign of good stewardship. But don’t look for a fountain of sales to come rushing through.
Being “green” is now a prerequisite. Rather than your greeness being attractive or impressive, it’s now expected and ordinary. Think of being green as a filter in the decision-making process of your prospects. All things being equal, “green” is going to make the cut. The rest will be left on the killing floor and thrown into the scrap heap.
But you’re going to have to be something more than green these days. You have to be great and green. You have to be remarkable and green. You have to throw a different color into the spectrum.
Otherwise, you’ll just blend into a landscape that is greener than ever.
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