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Green is the New President
Green marketing is about taking responsibility for environment and society by taking some responsible actions. It's a beautiful idea that should stop climate changes, however it appears that many corporations use the green thinking to earn money in the first place.
There is nothing wrong in earning money as such, if the money were the side effect not the center of the green wave.
The green snobs
We need green realism.
Green is the category everyone wants to be because it gives bonus points from consumers. Green category is synonym with better image and income. But the green message isn't always true. Consumers are helpless in the jungle of information, facts and lack of transparency. Some may fear of being cheated by buying something that has just green color.
Does green work
The green wave is fantastic but companies should improve their technique to surf this wave. They shouldn't spend their money on communicating green but doing green and prove they are responsible by being engaged and introducing innovative products and services that will actually have influence.
Changes come from the big ideas that are shifted into small initiative in ordinary peoples lives. It is about giving good reasons to consumers for becoming responsible for Earth, climate and society. The green wave should be turned into social movement, not fashion.
The last important thing to remember is that we can't make a difference without effort. There are no easy solutions when we talk about climate changes.
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