Defining Green, Including the FTC
Nowadays, when someone says Green, what’s the first thing that pops in your mind?
Being a full supporter of going green, I still want to stand back, observe and ask the question: In today’s world, how do we, you, define the word green?
…Even the FTC is struggling to answer this very question. Today, the FTC held its first green marketing workshop to discuss its green advertising regulations a YEAR early because of the growing buzz…and concern! Check out this article for more information about the meeting.
It’s interesting how the choice of diction creates images or perceptions in our minds. Green, or going green, is becoming a mantra for environmental movements and going green is the new trend of ’08…or was it the trend of ’07? Even the AMA (American Marketing Association) has adopted the movement and now acknowledges the concept ‘green marketing.’ GreenBiz, a green conscious information resources that tracks companies eco-friendliness, offers green marketing as one of their hot topics by offering features about the various shades of green that run in-style among us marketers.
However what does being green really mean? In 2006, this same question was asked in an article written by Brandweek titled: Companies Find It’s Not Easy Marketing Green. In the article, the authors state quote:
“Spiraling fuel prices and global warming fears have increasingly put environmental issues on the front page and in advertising efforts. But as more companies adopt these campaigns, consumers are growing increasingly confused over what it means to be “green,” making it harder to create effective environmental marketing efforts, according to a recently released study by Landor Associates, New York.
“Is it about the environment, organic food or ‘good-for-you’ living? … It could be about all of those things,” said Allen Adamson, managing director at Landor. “It is easy to say you are green, but consumers are skeptical. And because everyone wants to jump on the green bandwagon, all of a sudden it is noisy in this space, and it is hard to break through.”
The article continues offering statistics on how consumers are weary of the increasing levels of products, services and companies who claim to be green. Though it is an older article, the trend seems to escalate still today, just do a Google search for ‘green marketing’ and it becomes clear that the term continues to grow discussion, especially since the FTC even took notice.
- So, how do we as social marketing break through the clutter?
- What does this trend mean for us?
- And, what does the word ‘green’ mean to you?
Feel free to share your thoughts. This discussion will be continued in my next post. =)
To get a sneak peak about the next post, read this article about greenwashing…
Entry filed under: Green Marketing, Identity Crisis, Interesting Articles. Tags: Brandweek, culture trends, definition of green, earth, eco-friendly, environment, FTC, global warming, green, Green Marketing, green movement, GreenBiz, greenwashing, identity, Social Marketing.