Comments on: As a Term, ‘Green’ a Best-Seller, But at What Cost?

By: choma anne

choma anne — Wed, 17 Feb 2010 21:10:09 +0000

i honestly think that green should be refering to nothing other than making the environment a beeter place to live;therefore every other allussion to the term green,should be stopped. an exception may be for vegetarians to call their means of living green.yet even that would be in some quarters insulting. so i think we best live green at what it is-salvaging the environment we live in

By: Tom Larsen

Tom Larsen — Tue, 04 Aug 2009 13:22:43 +0000

Everyone in marketing knows it takes many impressions for consumers to “see” a brand. Green as a concept is only now scratching the surface of the consumer psyche.

Of course, those that have appreciated the concept of green for a long time (3 years or so?) are now bored or find it too undefined. But, now is when the consumer, the voter, the stakeholder, most need everyone to hold steady and not shift the course to the individual constituencies of green.

For the U.S. to make a true shift in behavior, consumers, voters and constituents need to take personal responsiblity for their decisions when shopping, voting and investing. That’s not happening much and therefore, the Green message is nowhere near being ready to retire.

It took 100 years of obliviousness to get where we are. Green is the term that may stem the tide and move the U.S. toward a more eco-conscious and social conscious path. Long live green.

By: Rich Bruer

Rich Bruer — Mon, 03 Aug 2009 21:51:39 +0000

I certainly share the sentiment that green has largely outlived its usefulness. As a marketer, I would love to see us retire “green marketing.” Even sustainable marketing falls short. We need to redefine marketing itself. I take a crack here: http://tinyurl.com/dgdcdo)

By: Fred Raimondo

Fred Raimondo — Mon, 03 Aug 2009 15:31:50 +0000

Looking at the titles of your related stories says it all. Each one uses the term “green.” Green has become a a valueless adjective that implies something without any sort of clear definition. It obscures the message, devalues the content and renders quantatative discussion irrelevant. For us to clearly describe the benefits of sustainability to business we owe to our stakeholders or communities, and to ourselves to come up with a better way to communicate the value of sustainability.

Fred