Green jobs. Green initiatives. Government funding for green energy. I've gone green...have you?
Does anyone not want to be green these days?
Companies aggressively market themselves as green. Their intentions are good. They show compassion for our environment and want to do their part to save the planet. Fantastic!
The next stage of development for the green "brand" is results. You are no longer unique if you are a green company. What is unique is when you can point to specific actions, policies and outcomes that prove you are practicing what you preach.
There are contradictory events that must be noticed in our new green world. When I pick up my medium coffee at the local drive through coffee shop I pay $1.97 in cash. In return I get a paper receipt that is approximately 3" x 11". A receipt for a flat screen TV isn't that big. Another tree killed, and for what reason? I have no intention of returning the coffee.
Maintaining a believable green brand will be a challenge for businesses. In the case of the disproportionate sized receipt...some revisions are obvious.
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