good points here. i wanted to add one thing re: “Blue”

this idea was pushed initially (i believe) by Adam Werbach, sustainability consultant for Wal-Mart. note that wal-mart’s main color is blue.

i don’t think that alone is enough to discount the whole idea of taking a step higher on the color spectrum to represent better sustainability practices, but from a branding perspective, it will be quite the marketing coup if Werbach is able to get the wheels rolling enough on “blue” for it to turn into a mainstream meme w/ his main client reaping the rewards along the way.

two cents…

Beyond supply chains, material specs (et al) , an area that I think has high relevance to transparency is energy. I’m looking forward to the push towards smart infrastructure based on sensors, software, and storage.

Best,
Garry G
Editor
TheEnergyRoadmap.com

There is a great post at Lazy Environmentalist called “Re-Branding Sustainability For The Great Majority” that I thinks goes well with your line.

The problem as I see it is that when you say cleantech or sustainability, the first thoughts are trees… solar.. wind…hybrid cars!

Other equally important issues like water, built environment, and agriculture are rarely associated.. and to get someone to draw the line to populations, urban planning, and transportation systems is a real stretch.

and in the end..under the current branding.. the only color combo that works is green…

r
http://www.cleanergreenerchina.com