Are consumers and businesses “green” behind the ears?

Green efforts are taking place in homes, businesses, and communities across the globe. Green has several meanings depending on the context it is used in. When searching the Internet, accusations can be found pointing to green being an overused marketing term. Stories also suggesting evidence is available supporting green products are not as effective at cleaning as consumers are lead to believe. Lastly, some wonder if there is a “green-washing” of consumers occurring. Whatever the case might be, marketing efforts involving green terminology are primarily designed to pull customers in and land a sale, just like any other sales pitch.

What green means for businesses is unlimited opportunities to ride a wave of consumer activism concerning the environment. Are consumers being taken advantage of, though? Will this wave of green surfing last and ultimately provide sustainable business practices well into the future? Or, are consumers being sucked into the latest fad fed to us from profit-hungry businesses, only to see businesses change course and ride a new type of wave in the future? Consumers are smart and understand that green is more than a marketing term of the times.

Some businesses, however, are determined to stay on top of the green wave and provide products that will have long-lasting benefits to consumers and the environment. Even if the effectiveness of cleaning products with natural ingredients is questionable, Clorox has taken a giant step in corporate social responsibility by introducing Green Works products. This line of products provides cleaning power using all natural ingredients that are openly disclosed to the consumer. Transparency in green efforts is very important if businesses want to be seen as sincere and not just a marketing ploy.

Now, what also must be done by businesses is a true transformation of business practices that might require an overhaul of established corporate strategies. Companies that initially came to surf and have a good time on the wave of green trends need to realize the commitment involved in being a green company, providing green products. Consumer comments can be found below articles posted on the Internet criticizing companies, such as Clorox, for not revamping their entire product lines. Consumers comment that they will not purchase a green product from a company unless that organization transforms to 100% green.

Companies must define what green means right from the get go. True leaders in the corporate world, who undertake the responsibilities of being a green company, need to figure out how going green fits into the vision for the company. Does the company want to ride the wave for the short-term benefits and then walk along the shore? Or, does the company truly want to commit to sustainable practices that carry the company into the future?

Marketing professionals need to bear this in mind. Green, whatever it might mean to consumers or corporate leaders, is here to stay. Green demands attention! Marketers need to create campaigns that aren’t weighed down with empty promises and false statements, but rather campaigns that create new energy spurring positive consumer and corporate environmental activism. Recycling, renewable resources, sustainability, and the word green all deserve equal attention and proper definition if we are to move forward and not be green-washed by marketing ploys.