Is “Green” the New Black?

February 2008

Many marketers are using the “green” environmental movement to gain a competitive edge. Should you consider a green marketing initiative? Get the lowdown here.

Is "Green" the New Black

Should you consider green marketing?… It’s not for everyone.

Remember when B2B marketers were pushing ISO certification as a competitive advantage? Today, ISO certification is a given. Some marketers think green marketing is reminiscent of the ISO marketing era. But is it?…

Green is impacting more than the environment…

I predict the green movement will substantially impact most businesses in the next three to five years. Think about it… even now, purchasing decisions are being made based on suppliers’ green initatives.

Take Wal- Mart, for example. Their sustainable packaginging initiative, which goes into effect this month, means suppliers will have to cut packaging and will be scored on their ability to do so.

Then there are Socially Responsible Investors (SRIs), who are weilding more influence to the tune of trillions of dollars. So a company’s green initiative–or lack thereof–could impact stock valuation.

So what does this mean for B2B marketers?

Green is more than a fad… it’s serious business. So if you’re using it as a competitive advantage, then consider the following:

  • Back up your claims with proof
  • Avoid flimsy claims that are a “stretch of the the truth”
  • Remember… having environmentally friendly products and being green aren’t the same.

Green is about having a comprehensive program in place which includes energy conservation, using renewable energy, reducing your carbon footprint, sustainability initiatives and more. So green may be the new black, but it’s not right for everyone. If you’re going green, take a look at the green marketer resources below.


That’s integrated marcom!

More next time…

PS Tell us about your green marketing initiative or post your comments on green marketing to the Integrated Marcom Minute Blog.

Resources for green marketers and copywriters: