Green Marketing: Is it Worth the Hype?
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Green is the latest trend and the majority of companies appear to be jumping on the green bandwagon and touting their green initiatives. The problem is that the more people who say they are green the less people will believe “in” green, thus there is a need for some sort of measurement system to quantify companies green claims.
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Today is Blog Action Day so I decided to jump in and talk a little bit about Green Marketing. At HP we’ve been working on the issue of Green (like most tech companies these days). The problem I am anticipating is the over-hype of being Green.
If you haven’t heard by now ‘Green’ is the new Black. Everyone is jumping on the Green bandwagon. I’ve heard ads for Green Insurance, Carbon Neutral tech companies, Environmentally Friendly oil refineries (okay I made up that last one).
Where ever there’s a trend you can be sure that there is an army of Marketers looking to take advantage of it. It’s sad really, because when everyone says they’re green no one will believe*in* Green.
Remember the ‘Fat Free’ fad. Every food product was coming out with a fat free version of their product. What they didn’t tell you was that it was loaded with three times the calories and that your body would just turn that extra energy into fat and save it for later.
I’m afraid that Green is quickly suffering the same fate. I’m glad that companies are aware of the fact that Green is important but we need some type of measuring stick for Green. Sure a company can say they’re Green but if they outsource a significant portion of their production to China, which has virtually no regulation, then what’s the point?
How do you communicate your efforts when no one believes you? I have to admit a printer manufacturer touting their Green benefits is a hard sell. HP chooses to focus on printer energy consumption and reduction of paper waste. Copier companies choose other areas that they excel on. It makes it hard to compare apples to apples and ultimately people tune out.
It’s a start but everyone has a long way to go.
- Source: Newcommbiz.com
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