Tuesday, April 22, 2008

For Marketers, the Earth Day Bandwagon May Be Full

In the thick of Earth Day media coverage, it may be time to ask: Is “green” on its way to being as undifferentiating a term as, say, “solutions provider”?

An interesting piece in the Wall Street Journal takes a look at that question. And clearly, in some sectors—particularly in the consumer space—the answer is yes.

Quick take in B2B: Environmental claims may not yet be devalued. But there’s certainly no shortage of green pretenders out there. Trade media are being flooded with green product stories … some have merit; many don’t. As a result, many audiences are becoming desensitized to claims about corporate environmentalism and social responsibility.

So it’s more critical than ever that substantive, defensible claims be the backbone of any green messaging. That’s most likely a good thing, because it may encourage more companies to pursue environmental initiatives the right way—with actual green impact.

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