You do not have to be an economist to see the impact “green marketing” is having on consumer brands/products. There are thousands of companies going “green” or “paperless” by the day, but are they sincere about their carbon footprint initiatives or merely jumping on the eco-friendly bandwagon?
“Going Green” should certainly become a part of a company’s core values if they opt to make this leap. In fact, it should be woven in to their mission statement and every corporate decision should be influenced by this pronouncement. Too many businesses are flaunting the green emblem without sincerity of purpose, and it’s not long before America wakes up and starts pointing fingers at the posers making profit.
Marketers and advertisers must keep this in mind as more green opportunities come down the pike. If XYZ boasts its eco-friendly paperless billing it shouldn’t then go on a direct-mail binge with the money it just saved. Banks, credit card, insurance and cell phone companies should take heed to this notion. Just because a company saves a few trees in 2008 with “internal recycling programs” doesn’t counteract the footprint of five million credit card applications or high-gloss postcards.
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Talk about taking the term “Greenwashing” to a whole new level…
Today’s green award goes to Nguyen La Chanh of Yanko Design for creating a living bathroom rug. Albeit, most bathroom rugs have plenty of living organisms on them but this is made from real MOSS. Actually, three different types of moss thrive on the moisture that runs off the body and the humid conditions a bathroom creates.
For some reason I sense the whole April Fools routine with this one. You make the call.
