Being a truly green brand
I won’t say any brand names in this post, not because I don’t like talking negatively or positively (for that matter) or brands, but just for the mere reason that this post can really adapt and fit into any brand worldwide who is considering going green, or being pro-environment one way or another.
Yesterday (Sunday, April 22nd) was Global Earth Day, and as we both could have imagined global (and local) brand jumped at the opportunity of getting themselves some nice, positive attention regarding this matter. However, my head is in doubt and my mind has been spinning since yesterday. What does being a green brand really mean?
- Is it say you are so?
- Is it donating money to organizations that are ‘green friendly’?
- Is it creating internal communication campaigns urging your employees to use paper and other materials properly and wisely?
- Is it using your brand as a platform to educate and teach your consumers on what this issue is about?
Just like these four answers, I could go on for at least 10 or 20 more. This is what brands are doing! But in reality we have all yet to see what a real green brand is all about!
I have yet to see one brand that is really ‘green’.. and I’m not saying this as if wanting for one to come up and say “hey, look at me, I’m totally green!”. What I want is to see more brand doing this-small- efforts to be green-er! and this is where we are failing. We don’t need one or two brands that offset their CO2 emissions completely, what we need is a thousand brands doing what then can to help out in the environment.
There are many ways….some of them harder than others, surely! What are you doing to help out the environment through your brand platform?
PS- By the way, small business brands and individual businesses can help as well; not only the big global ones are in this game.
IMAGE SOURCE: www.outlook.noaa.gov/
I’m been writing a lot about green companies lately on MarketingforGood.net including Recycline which makes recycled toothbrushes out of Stonyfield Farms yogurt cups and TerraCycle which makes fertilizer out of worm poop and packages it in used plastic soda bottles. That said, does it really matter whether or not these companies are totally 100% green? If they are making a sincere effort to be green AND this positioning is helping them gain competitive advantage, then bully for them. The companies that are touting their faux greenness (some call it greenwashing) will be exposed as frauds and suffer the consequences. Given how hard it is to be truly green (it is taking my company months to just implement an effective paper & can recycling program) lets celebrate those that are making green by being more than a little green.
Hey Drew, I actually agree with you very much, it’s amazing to see how many companies are re-structuring their businesses to be “green companies”.
However, my point was that I also applaud the smaller change and smaller positive intentions companies have. Sometimes it’s not as easy (or even plausible) to make huge changes… If more companies did small changes it would definitely be a good help.