It’s Not Easy Being Green… But It Sure Is Trendy

Posted on | February 1, 2008 |

Excitement and support for environmental issues seems to be at an all-time high. It’s no surprise that the green movement has had a serious impact on the marketing/promotions world. From products to messages, advertisers are going to great lengths to adopt green issues whenever and wherever they can.

The positive association with “being green” has inarguably influenced the mainstream media, but whether or not this trend can maintain its integrity is questionable. We gathered some opinions from people in our network to shed some light on the issue.

Our Panel:
Mike Parziale is the founder of greasenotgas.com, a renewable fuels information resource and how-to guide.

Lindsay Conroy has 5+ years’ experience in the non-traditional marketing world with a concentration on clients in the beauty industry.

Jonny Dubowski is the founder of the Rock N’ Renew Foundation, an organization that has connected with over 250,000 students through lectures, art shows, concerts, interactive media and community projects.

Souris Hong-Poretta is a lifestyle journalist and Vice President of Interactive Media at Entertainment Media Ventures, a strategic entertainment consultancy. She also runs hustlerofculture.com.

Steve Moore is a sports reporter and editor at The Daily Local News in West Chester, Pennsylvania.

Q: How would you define the green movemwent
SHP: Really trendy. Everybody in Hollywood wants to be involved and wants to do something better. It’s a neutral platform. Choosing the planet seems like the right decision.
LC: It starts with people realizing that they are affecting the environment and responding by creating products and systems that address these issues.

Q: What are your thoughts/feelings about a company that adopts some green issues but wouldn’t necessarily
be classified as a green company?
MP: Greenwashing is all around and it’s important to research the companies you support and what they’re actually doing, aside from changing their logo to a sunflower. I think it’s hilarious that nowadays when
you get a room at any motel there’s a placard in the bathroom reminding you that they’re committed to the environment [and to] hang up your towel if you plan to use it again or toss it on the floor if you absolutely must have it washed. Don’t get me wrong, it’s the little things that add up to collectively make a big difference.
I just think it’s funny to have Motel 8 try and come off as eco-friendly when in actuality they’re trying to cut down on their water, electric and soap charges.
JD: I think it is essentivval for companies taking the earliest steps towards sustainability to showcase their
positive green elements in a realistic fashion and that their commitment be not solely for marketing purposes. I would also very much like to see action from the many companies out there who are not even attempting to begin the process.

Q: How long do you think the green movement will last?
SM: In a cynical view, I think it will continue until there is something more important to worry about. If gas-guzzling cars somehow become cheaper, or it becomes cheaper to heat your home with less environmentally friendly materials, then people will forget.
MP: The green movement will always exist in some way, shape or form, but as soon as consumers realize they’re being marketed to via the green movement, things will inevitably pull back as green becomes oversaturated and even taboo. Genuine green initiatives will live on.
SHP: Forever. Today’s generation of kids will be educated and the movement will be passed on. For us it was “Say No to Drugs,” for them it’s “Save the Planet.”

Q: What is your big prediction for the green movement in 2008?
SM: The green movement will be a big issue in the 2008 presidential election, but post-election it will die down.
LC: The Burt’s Bees of the world are going to gain more market share year by year until the giant, nongreen corporations get a clue and join the bandwagon. With all this green awareness, people will continue to see the value in doing their part—where each bit counts and helps to make a difference.
JD: In terms of personal choice, I think 2008 will be the year that social action becomes cool. I feel that the trend of pop stars who choose style over substance is coming to an end.

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