Comments on: Green Is the Color of Money http://www.good.is/post/green-is-the-color-of-money/ GOOD Sun, 22 Nov 2009 14:10:35 -0800 http://wordpress.org/?v=2.8.4 hourly 1 By: gwsargentzgmailz http://www.good.is/post/green-is-the-color-of-money/comment-page-1/#comment-6394 gwsargentzgmailz Wed, 30 Nov -0001 00:00:00 +0000 http://www.good.is/green_is_the_color_of_money#comment-6394 Great article, Amanda. I just read this so I thought I’d throw it into the mix…"A major social concern appears to revolve around the ecological balance within the environment. Problems of water and air pollution, solid waste, overpopulation, and other forms of residue from industrialisation and humanity seem to be concerning large numbers of Americans". This is the first sentence in Harold Kassarjian's article, "Incorporating Ecology into the Marketing Strategy" published in the Journal of Marketing in 1971. Companies attempted green marketing then. They attempted it in the 80's and early 90's as well. Then it stopped because it never worked at all. Green marketing didn't drive sales or increase market share, and it wasn’t for a lack of consumer demand. Marketers, and R&D teams behind them, overshot and lost credibility. Every product had a "biodegradable" stamp on it. It didn't work then because it wasn't true yet. They weren’t green. Even if they were, there was no framework for efficacy. As you say, the various relationships that provide accountability are in place now and green marketing has meaning, momentum and some investment behind it. Great article, Amanda. I just read this so I thought I’d throw it into the mix…”A major social concern appears to revolve around the ecological balance within the environment. Problems of water and air pollution, solid waste, overpopulation, and other forms of residue from industrialisation and humanity seem to be concerning large numbers of Americans”. This is the first sentence in Harold Kassarjian’s article, “Incorporating Ecology into the Marketing Strategy” published in the Journal of Marketing in 1971. Companies attempted green marketing then. They attempted it in the 80’s and early 90’s as well. Then it stopped because it never worked at all. Green marketing didn’t drive sales or increase market share, and it wasn’t for a lack of consumer demand. Marketers, and R&D teams behind them, overshot and lost credibility. Every product had a “biodegradable” stamp on it. It didn’t work then because it wasn’t true yet. They weren’t green. Even if they were, there was no framework for efficacy. As you say, the various relationships that provide accountability are in place now and green marketing has meaning, momentum and some investment behind it.

]]> By: josh_ellis http://www.good.is/post/green-is-the-color-of-money/comment-page-1/#comment-6506 josh_ellis Wed, 30 Nov -0001 00:00:00 +0000 http://www.good.is/green_is_the_color_of_money#comment-6506 Amanda, first, good to see someone else from Brentwood making good.<br><br /> <br><br /> Second, the unfortnuate truth is that so much of the so-called 'green' out there now is either purely marketing or cutting costs in non-integral elements of production, etc. So long as the costs of energy are low enough to permit business as usual, and so long as the majority of society either doesn't know better or doesn't care, very little is going to become truly 'green.' Yes, I realize I'm a master of the obvious...<br><br /> <br><br /> And just for full disclosure, the last time I saw Amanda was in a Wal-Mart parking lot in Ellsworth, Maine. I guess there's still a fair bit of 'brown' even in the 'greenest' of us.<br><br /> <br><br /> Josh Ellis Amanda, first, good to see someone else from Brentwood making good.

Second, the unfortnuate truth is that so much of the so-called ‘green’ out there now is either purely marketing or cutting costs in non-integral elements of production, etc. So long as the costs of energy are low enough to permit business as usual, and so long as the majority of society either doesn’t know better or doesn’t care, very little is going to become truly ‘green.’ Yes, I realize I’m a master of the obvious…

And just for full disclosure, the last time I saw Amanda was in a Wal-Mart parking lot in Ellsworth, Maine. I guess there’s still a fair bit of ‘brown’ even in the ‘greenest’ of us.

Josh Ellis

]]>