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  What will ''green'' mean in 2008?
 
 Branding of "Green" can only supplement a brand's strenght. Companies have been trying to integrate the elements, like environment, ecology, health and other social issues as part of their corporate social responsibility, into the brand's core strenghts but have not been able to see revolutionary results. The mass market is still unaffected. Consumers select a brand that lives up to their set of expectations in the best possible way. Still there is a long way to go when they rank "Green" aspect of the brand on top priority among other utilities and they are ready to pay extra for it. However the degree of likliness of "Green" will vary from one product category to another and the brands directly related to people's health will get the maximum response from consumers. 
Asad Humayoon, Brand Manager, Khimji Ramdas LLC - Muscat Oman - December 30, 2007
 
 The genuineness of the attempts by companies to go green are already being questioned. The consumers will continue to doubt the sustainability and long term effects of the efforts and will view them largely as a marketing gimmick. The companies will have to make their "green" efforts significantly visible to win the consumer's trust. 
pennylane - December 31, 2007
 
 Companies face a paradox. All attempts to promote their green credentials as part of a marketing exercise seem destined to fail; being seen as self congratulatory. On the other hand, serious and genuine moves toward sustainability that are developed as part of a considered (and untrumpeted) strategy are likely to improve long term credentials - but also pose serious collateral questions regarding outsourcing, CSR, counterfeit risks and other areas. Reality is, consumers will increasingly recognise and reward the real thing rather than the "marketing gloss coated" fraud. 
Richard Merrick, Eatonbank - December 31, 2007
 
 It won't happen in 2008, but very soon being green will be little more than a cost of entry into any consumer market. Comapnies will need to step up and show they are doing the right thing, but they will have to find creative ways to tell the public. This will be one of the biggest challenges and the company that gets it right will be go far and be mimicked greatly. It will also be very different for large versus small companies. Large companies will have to do a lot more to get a fraction of the credit a small company will get for its efforts. It's the same old story, the big guys are inherently evil and will have to work hard to prove otherwise. 
Michael Miller - December 31, 2007
 
 Consumerism is a big weight on the environment, and is a major factor in our fight against the warming of our globe. And be it a cooporate stunt by companies to pursuade buyer through their door and into their shops, lets hope environmental concious consumerism is the future after all we as providers can only listen to the consumers! 
- December 31, 2007
 
 Green will remain a feature, not a benefit as long as people feel good when they buy green yet don't feel bad when they don't. Self over planet will continue to rule. Green is a tie-breaker to the masses at best and the lattitude, ambiguity and abuse of the claim will continue to diffuse what is "impactfully green" vs. "incidentally green". 
Mark, SCORE - December 31, 2007
 
 From the consumer standpoint, it seems the analysis of a a 'Green' brand differs largely between product categories. A 'Green' brand in the food segment where multiple purchases happen daily will not be scrutinized or analyzed like a purchase of a retail product which makes a broader statement about their values. Ultimately, consumers seek 'over all value' in a brand. 
Dino Lambridis, Founder, EVOS Feel Great Fast Food - December 31, 2007
 
 The marketplace is just waking up to Green messages and I believe there is an energy and eagerness for "green" among consumers that abounds. We've been exposed to these kinds of messages in the grocery store through terms like "Natural" and "Organic" and consumers are just beginning to be able to weed out what is real from what is not. Other businesses that consumers touch every day have not yet been as bold with their green behavior and messaging. From fast food to home improvement stores - there is wide open territory for being green in product content, packaging, supply chain and at the point of sale . It is time that all businesses adopt triple bottom line (profitability, sustainability and social responsibility) behavior and go well beyond the tempting but tyrannical green-washing where their messaging alone is the extent of their green-ness. 
Elizabeth Talerman, Sr. VP Marketing, Martha Stewart Living Omnimedia - December 31, 2007
 
 Green will lead some marketer to innovate something which is very very different and ground breaking while similarly will give some dubious marketers an extra edge to differentiate their products on the basis of "BEING GREEN" while remaining not much"GREEN". Pratap Kumar Pattanayak,Assistant Manager,Brand,Eastman Global,India 
Pratap, Asst Manager-Brands, Eastman Global - December 31, 2007
 
 Unfortunately, I see eco-fatigue steadily growing, as marketers — in typical (American) fashion — squeeze every drop of blood from that stone. By this time next year, I think a "messaging consensus" will have come about, whereby market research will have proven, down to the least attentive brand manager, that "green" is not something to be presented with a starburst graphic and an exclamation point, à la 0 Trans Fat. Environmental sensitivity is one hell of a serious assertion, and insincerity will be a crime judged more gravely, in orders of magnitude, by consumers than when, say, Aquafina and Dasani were outed as bottlers of tap water. Some brand somewhere is going to jump on the eco-bandwagon, step on that land-mine, unsubstantiate the claim, and detonate the whole "green promise" for everyone else — diluting impact and drawing doubt toward even the greenest of the green. And I guarantee that’ll be a compost heap from which the guilty will never emerge. 
Steve Susi, Founder, Brand Spanking New York, Inc. - December 31, 2007
 
 It all goes to 'authenticity.' If you're GE and perform stunts (e.g., their recent dimming of studio lighting, only to turn it back up for the next show), then expect a backlash among consumers. Authentic green brands 'live it' every day. Bragging is counter-productive and makes you inauthentic. 'Green' must be at your core. 
Larry Logan, CMO, Absorbent Technologies / Zeba Brand - December 31, 2007
 
 "Green" will carry the same meaning it had carried for all the past years. The world is waking up to the message but it has not given any great benefit to what we care to call mother earth. Vehicles, food, paper, chemicals, everythings going green, but the rate at which the markets are growing for these is slow and expensive. 
Mathew Thankachan, Student, Alliance Business School - January 1, 2008
 
 Please show me one GENUINE green company??? I know a couple very famous ones and all that they claim is absolutely untrue!!! Don't believe their leaflets! 
anonymous - January 2, 2008
 
 Mountain Equipment Co-op (MEC.ca) is an example of a GENUINE green company that has been consistently. There continuous efforts are extremely visible and has resulted, among other things, in a very loyal customer base. Take a look at their website and look under sustainability. 
Russ Morgan, Marketing Coordinator - January 2, 2008
 
 I think branding has to have in count the green aspect, but not be focused in it. The gren aspect is an important part of our life an our world (the most important), and it will become an indivisible part of the branding as the marketing, pr, identity, etc.Both of scenaries are going to be true. If all brands go green, consumers won´t believe anything and become unsensitive. But consumers will never forget the environment. 
Carlos Amézquita, Design Director, Salamaya Diseño - January 2, 2008
 
 The "point" and "couner" of this article will co-exist. "Green" companies will dominate 2008, indeed. And, consumers will tire of the endless "green" claims by brands, if brands can't move beyond mere traditional recycling, light-bulb switch ups and a "friendly" image. Being a serious "green" will mean nothing less than fundamental systems change and making promises you can keep. 
Michele Champagne, Designer, Interbrand - January 2, 2008
 
 Green is the new black and like past bandwagons it will reach a saturation point and become un-fashionable again. 
Levon Guiragossian, Marketing Director, Place Marketing Group - January 2, 2008
 
 Green is here to stay. Companies that are greenwashing will eventually be discovered by consumers and weeded out of the mix. As green continues to gain momentum and more and more companies begin adapting green processes/developing green products, “green” will no longer be a unique marketing message. 
Jennifer Manocchio, Group Manager/VP of NC, Sweeney Marketing and Public Relations - January 2, 2008
 
 The rush by corporate entities to identify themselves as "green" is a defense mechanism. They are still trying to sell us things that make us feel good about ourselves. That's their job. The real solution, unfortunately for them, is less consumption. This, by definition, is antithetical to the corporation (not to mention the consumer - who really just wants to feel good about themselves and the marketing people know it). An example is Wine - People want to drink organic wine. Its the hottest and fastest growing part of the category and is being marketed aggressively.This is a red herring. The real issue is the carbon footprint involved in shipping due to the weight of glass. The solution would be packaging in such formats as Bag-in-box.Unfortunately, thats a much harder sell due to consumer perception of the package format and corporate cowardice wont allow existing brands the plunge. 
Serge Lozach - January 2, 2008
 
 It's encouraging that the issue has gained traction in the public eye, but until there are true, measurable standards "Green" will lose its punch. Much like the the use of "Natural" in the food industry...it was a positive at first, but a smart consumer will eventually seperate fact from fiction. 
Andrew Wicklund, Design Director, Hornall Anderson - January 2, 2008
 
 Check out the "Coming Consumer Backlashes" report (Martin Lindstrom, AdAge) here: http://adage.com/article?article_id=115637

I believe it's in point #8 that Marting suggests consumers will move towards rejecting token claims of corporate environmental responsibility. 
Joanna Wiebe, Writer, Intuit Canada - January 3, 2008
 
 Green is just catching up, people are getting sensitive about giving back to mother nature.. Green as a marketing concept will certainly dominate in 2008 as the consumers will be able to filter out genuine efforts 
Bhavna Imran, Associate Director - Marketing - January 4, 2008
 
 Companies that push a green agenda that is based on a real and honest effort to conserve and renew will benefit from the support of educated consumers. Green is here to stay and government regulation is on the way. Those companies that break the "green" ground will drive new revenue through conservation branding! 
David Raymond, Emperor of Fun and Games, Raymond Entertainment - January 4, 2008
 
 I am not sure we have much time to be cynical. 
Philip Matthews - January 5, 2008
 
 People like the promise of "green" and will look for more of it. I know I do. Like many others I have become very suspect of companies that claim "green" practices or products. But hope does spring eternal and with a little internet research the truth is easier to find. I'll keep applauding companies that say they are working to do the right thing. I think if companies keep trying to be "green", not matter how small or large of scale, if they keep a sustained effort they will become more "green" even if by accident. Green will continue to be differentiating promise well into 2008 that people will still flock to. 
Adrienne Folse, Art Director, Design the Planet - January 5, 2008
 
 In year 2008 green will be more important than in 2007. Although there are so many green topics around there and someone claims, that people will be tired from that in 2008, I think it will have a positive effect in the end. Green has been a hot topic in previous years by people, scientists and communicators behind the various size and type of organizations, that somehow feel responsibility to speak about it. Now, when the attention to global climate change has increased and everyone, who just claimed something green in their activities are responsible to keep promise and to keep acting. And people can rest a bit, because organizations are making a lead to cope with the problem. Green" in 2008 will mean a sign of "Piece", a way to cooperate in peaceful manner to serve the future of civilization. The role of "green" is to put people and planet in front, not money and greed. Green is for fair share for fresh air. Green is Tolerance. 
Ingus Sturmanis - January 6, 2008
 
 I think consumers already admire businesses that attempt to go "green." I don't think they will tire of the endless claims of "green", but will tire of endless use of the word "green." I believe that in the long run most consumers will resonate more with the word "sustainability." That word to me feels more authentic and long-lasting. I know from my experience that when I talk about a sustainabilty strategy, many consumers feel better about those words than branding. People are quick to rally around what seems like buzz and equally as fast to jump to what they think is the next fad. My concern is that noble attempts at "green" will fade to "black." 
Rex Whisman, Principal, BrandED consultants group - January 7, 2008
 
 This is in response to an "anonymous" question posed within the stream of comments: "Please show me one GENUINE green company???" Well, we know there is not one, single sustainable company existing at this time. Very few are on a somewhat sustainable path. Extensive research (from Harvard to Innovest Strategic) has shown that very few corporations are actually seeking the kind of system-wide change needed to create "GENUINE" change - governance, economic and political reform. Take the GDP for example. We clearly need to stop measuring toxic cleanups and deforestation as positive economic activity alone, for there are negative aspects too. This should not be seen as a cynical comment; this should be seen as a wake up call to make sure we're not blind-sighted by our enthusiasm. The good news for sustainability is, those very few seeking a somewhat sustainable path include some of the world's most powerful corporations. 
Michele Champagne, Designer, Interbrand - January 7, 2008
 
 I want to believe. But GREEN will very soon become inbedded within the business vernacular–another buzz word emblazoned onto our current set of “corporate values” and “guiding principles”– becoming as empty and pufferous as Quality, Integrity, Innovation, Leadership and Accountability. Because environmental issues are so intensely relevant – the term GREEN has exploded into the overly hyped ether that it now runs the risk of being usurped by greed and the thirst for greater market share – the very thing that got us into this mess in the first place.We can continue to attach words like GREEN to attempt to differentiate products and services (even our own), and soon we’ll be adding modifiers like THE GREENEST! GREENER THAN THE LEADING GREEN BRAND! I agree with Rex. If there's a more relevant word than GREEN, it’s “sustainability”. The consumer will have to take on the responsibility of digging through the muck of marketing to find the companies who are actually DOING the right thing 
Ron Brant, Design Director, Larsen - January 7, 2008
 
 What will "green" mean in 2008? There’s a strong chance that (and I expect) consumer interest will wane in 2008, not least because of a recession. That being said, many people think we’ve seen irreversible change in the last 2 years to the point of a tip, especially on climate change. We might take two steps forward, then one step back, but it’s incredible how far those two steps have taken us and I’m convinced there’s no going back to where we were before. As to the Point-Counter arguments about consumers continuing to ‘buy’ sustainable brands – I don’t put complete faith in consumers choosing their way out of trouble on this one and think there’s no substitute for business (i.e. choice editing) and political (policy) leadership. Green v sustainable? I’m all for sustainability, rather than green, but won’t lose sleep on the terminology anymore and half wish we’d use this energy getting on with it rather than endlessly debating. 
Chris Sherwin, Sustainability Consultant, Interbrand - January 8, 2008
 
 Unsure. 'Green' could go either way. 2008 will certainly bring a green push but no doubt, it will become branded, stamped mass produced and pushed in any and everyones face. It certainly is something that didn't take off enough in 2007 to avoid a ice cap meltdown so, for now at least, we will have to bare the endless torture of 'Green' companies telling us they have offset themselves. It is, however, a major issue, my house could soon be under water, and if too many corporations decide they can make a dollar off the back of it, my house soon will be under water. Branders, Marketers and Designers everywhere are getting into 'eco' mode so prepare for a bombardment. I sincerely hope for you all that the 'general public' aren't idiots and believe it's a scam like the way 'X Factor' is 'rigged'... so for now good luck, I'm hoping the public are onside with this one. 
Nick Plows, Student, UCCA Rochester - January 8, 2008
 
 Being that I am from Europe, I am having a deja vu. HOWEVER: The approach taken then (20 years ago) was as one of you suggested, geared toward sustainability. the strategy: Win over the younger generation (goodwill) and penalties against older 
Bea M. Xavier, Marketing Manager, AMA - January 8, 2008
 
 Hi there, i'm from Romania, 23 year old marketing student.

I see the green brand as a powerfull tool to promote a company's image. This could go with NGO's that realy can make a difference. 
iMatei, web-designer, www.imatei.ro - January 9, 2008
 
 I think that the green branding will really help the companies in year 2008. Consumers are more focus towards the companies those are provide the green effect as they the benefit of the this product 
Ullas Gupta, Ideavate Solutions - January 9, 2008
 
 I think that the green branding will really help the companies in year 2008. Consumers are more focus towards the companies those are provide the green effect as they the benefit of the this product 
Ullas Gupta, Ideavate Solutions - January 9, 2008
 
 Green will become a "brand" and it will tire. However, a company's authenticity will depend on its ability to deliver. Proof of company claims within their brand communications will rest largely consumer reaction and consumer feedback. We live in an age where a brand's believability can be "upped" by consumer, or completely debunked. It is up to us consumers to fish out those companies who have long-range plans for ongoing sustainability efforts going into place and where we see real results...versus those companies just shouting "green." 
Cari Jacobs, Client Services Director, Act Now Productions - January 9, 2008
 
 I think there are lots of different types of the Green. The apologizing Green - those products made of "environmental" plastics for instance, the pink green - those expansive inventions that suppose to save the world energy, but the moment they would be fully implemented there will be no world left. The political Green- it's a small amount of a Green that mainly consist of words widely used by everyone who wants to sound "in" , this type is very common. The truth is that we are running out of the green, and I personally think it's time to say goodbye or at least to decide what kind of Green are you. Consumers...well they don't really know the difference... this is why it's so easy to make money! 
Waky Waky, c.e.o, wake up! - January 10, 2008
 
 Green is going to be the most important word in 2008. I believe that in the growth stories of the developing countries like India "Green" is going to play a important role. Energy that is fueling the growth and also conserving the healthy environment for the menkind would be the main focus for companies. Also other sectors like infrastructure, foods, automobiles etc are going to concentrate more and more on "Green" front as lot is being planned and done on this front.

so wish you all a "Green 2008 Great 2008" 
Manoj Porwal, Student MBA, IIRM Jaipur - January 12, 2008
 
 There is hardly any doubt in my mind that 'global warming' is going to be the issue of our generation. Companies have been under acute pressure from Special Interest groups and Environmental organisation to implement eco-measures. So, companies would go green, even if, reluctantly so.

The moot question is the sustainability of such campaigns since the evidence highlighting the correlation between such initiatives and profitablity is bleak, to say the least. GE stands out as one exception. Most of other corporations are mainly doing lip service to survive the criticism of Special Interest groups (WalMart) 
Amitesh Jasrotia, Assistant Manager, Business Standard Ltd. - January 14, 2008
 
 Consumers today are being bombarded with communication either from companies claiming to be 'green' or the media or other environmental sources about the ill effects that we are facing today due to the ignorance of our earlier generations.

Organisations who have been dedicating their efforts towards contributing to make the world 'green' for the past couple of decades will be handsomely rewarded as they will be seen as the 'Real' responsible corporate citizens, as against those who will jump on to the bandwagon of the 'green' frenzy just so that the consumer does not accuse them of not being 'green'.
The consumer today is pretty educated and well informed, hence it is difficult for such 'imposters of being green' to sustain on tall claims unless the consumer really sees value and responsibilty in their so called 'CSR' acts. 
Vikram Murkute, Sr. AE, Direxions Marketing Solutions Pvt. Ltd. - January 14, 2008
 
 Green has emerged as a dominant brand because it is currently cool to be Green. Its emergence is due to both high energy prices and media attention. When either of these components is removed, consumers will not feel cool and will find another brand to replace it.

At that point, Green will be “relegated” to the legislators, entrepreneurs and back pages of the papers and will unofficially wither into the great abyss known as apathy.
 
Frank Settineri, President, www.veracorp.biz - January 14, 2008
 
 Put the responsibility on the professional communicators and simplify. Either you believe that business must make a "good faith" effort to EXECUTE sustainability and social responsibility or you do not. The effective contributions of our industry begin and end with a fairly simple understanding of authenticity.The good news may be -- for us, for our clients and for our children, that the winners will be those who offer utility and delight in intelligent and sustainable ways. 
Robbie Vitrano, Brand Design/President, Trumpet/New Orleans - January 14, 2008
 
 I'm with Frank Settineri. The majority of consumers will care about whatever the trend is and as soon as Green is replaced by the next trend most consumers will forget Green. It's hardly the case that consumers care about the attitude of business toward Green. What they are concerned with is being in trendy (or cool) and saving money. 
Ana da Silva, PR Specialist, Fashion Industry - January 14, 2008
 
 Three reasons why consumers will not tire of "environmentalism" (although they may tire of the word and color green): 01. The effects of pollution and climate change are affecting the daily lives of people around the world. "Green" is no longer a rarity, isolated or local issue. 02. "Green" trends in the past - think of your parent's oil crisis - were due to high prices from short supplies. Nowadays, high prices are due to increased demand. Unless world population decrease dramatically in the next 20-40 years, this will not go away. Which brings me to number 03. We have one planet earth and the world population will more than double by the end of this century. Negative environmental and economic effects are sure to magnify. Every living system on earth is in decline and raw material prices will soar due to unprecedended demand. When things start hitting your pocketbook, you can be sure continued "green" behaviour, consumption and investment patterns will continue. 
Michele Champagne, Designer, Interbrand - January 14, 2008
 
 The principle of being "Green" is undoubtedly a good thing. It’s definitely an advantage in certain buying behaviors. However, the message is already becoming an overused communication tactic. The problem is that we’re blasted with so many messages about new TV shows or Green companies that in many circles it's to the point that people ignore the message, or dubious about the source. It's fine to stay top-of-mind about it, but overuse will lead to the perception of insincerity. It's at the point where it should only be used as a subtle “trust mark” or a sign of good faith. By using it subtly it could be seen more as quiet strength, authenticity, and encourage trust more easily. At this point, my advice would be to use the "Green bullet" sparingly, keep it in check, and work on giving people other honest and valuable experiences. 
Joel LeVan, Design - January 14, 2008
 
 My prediction: as soon as the newness/popularity of the green movement wares off, people will not be willing to pay premium prices for green products or services. The green factor will be comoditized, and it will be just another element that consumers will decide to prioritize - or deprioritize - in their decision making process when prices are fairly equal. The question becomes when will the green movement stagnate? 
Christy LaVanway, Associate Marketing Manager, The Wm. Wrigley Jr. Company - January 14, 2008
 
 I see it every day when we enter a clients home to do house cleaning and they are very impressed and pleased that a company is using enviromently and biodegradle cleaning products insted of using chemicals in their home. I believe this is a ever growing movement and a wake up call to start cleaning up our act. How much pollution can the earth stand, we see the affects in our health when we breath - drink - eat. So it costs a couple of pennies more, big deal, the end result is worth the effort. Isn't it.??
When I started up Simcoe Huronia Home Services to help Seniors - Disabled - Veterans in Barrie, Ontario. I wanted to help them live in their homes with out adding to their illnessess by giving them move chemicals to breath in and health the local lakes and our drinking water and so on. To the people who think this is a passing fade, wake up and stop being part of the problem and start being part of the solution. Every little bit helps.
 
Michael Stark, President/CEO, Simcoe Huronia Home Services - January 15, 2008
 
 The question is not necessarily only one about 'Green' but also about 'Not Green.' China, which has gone down a road of 'Not Green' has several annual dust stoms, red tides, huge weed and plague animals issues, rivers running dry, etc. as a result of putting industry at the top of the priority list (Diamond, J 2005: 'Collapse: How Societies Choose to Fail or Survive'). People may tire of hearing "Green" but they will not tire of seeing it and experiencing the health benefits. As can be seen in China, profits today comes at the expense of health (and an environment) tomorrow. In the end, it will become an automatic expectation in the same way that consumers expect their products to be nontoxic and safe to use - it will not be a selling point but a detraction to not be green. 
Clayton Jan, Communications Manager, RCSA Australia and New Zealand - January 17, 2008
 
 Consumers will never become indifferent to green activities for one reason and that is that their consience is telling them to take note and do something about the current situation even though it is out of their reach. How to do that? Try make a difference with their everyday activities like the brands they support. That said Green claims must be supported and shown to be genuine by companies who choose to use this to their advantage. 
Gina McMorran, Strategist, Mobiclicks South Africa. - January 18, 2008
 
 In this particular case I think we should not talk about consumers, we should talk about people. It is undeniable that our planet is in its way of mutating from a heavenly home to a living hell, and everyday or every minute people will be more much aware of this situation and therefore more much concern, This situation is not knew, we have been destroying our planet for many years, but for the first time it is hitting us in our face. So a knew massive need is being born, people need to feel: “I’m doing something about it”. Companies that instead of communicate what they are doing about it, involve their customers in its initiatives, so their customers will feel: “being this company’s customer I’m doing something about it”, or better: “we are doing something about it”, will have the preference of all the people who wants to do something about it, but does not know how, which I think is a growing mass. 
Matias Gaviria Uribe, Meat and Frozen Food Marketing Manager, Grupo Nacional de Chocolates - January 18, 2008
 
 This is a topic we're discussing at the upcoming Liquid Brand Summit. It is an issue that is on the mind of many branding and marketing executives, in terms of wanting to leverage the sincere efforts that brands are making...yet not coming across as exploiting a "trend". The session at the Liquid Brand Summit is titled: "How green is yourbrand? And, why should I care?" and the round table discussion is being moderated David RomanVP WW Marketing Communications, Hewlett Packard.The Liquid Brand Summit takes place on February 26, 2008 at the Four Seasons Hotel in Palo Alto.I will report our findings...in the meanwhile, check out:www.liquidbrandsummit.comAlfredo MuccinoChief Creative OfficerLiquid Agencywww.liquidagency.com 
alfredo muccino, chief creative oficer, liquid agency - January 20, 2008
 
 Green is a growing means to express your own evolution, your response as an intelligent species. Surviving means keeping it green. Beeing green, feeling green, doing green, will save us, hopefully.
The rush is to inspire a critical mass of people to evolve totally into a green civilization befoire its too late... 
Luis Fernando Spataro, Communication Strategist, WEBTV COMMUNICATION STRATEGY - January 21, 2008
 
 Reacting is the weaker cousin of acting. Reacting is because you have to. Acting is because you want to.

Like market planning, real change only occurs when a single crisis is severe enough, or when a series of smaller incidents escalate into a permanent trend.

'Going green' is no different. We all 'want to' but we don't 'have to'. So we all act, recycle, consume and dispose according to our modest social obligations, as opposed to true change guided by our passionate global fear for the future of our planet.

Unfortunately marketers and the media are equally guilty manipulators of the green movement as are governments, so we are simply reacting to the social trend, and not acting on the more serious threat.

It will take many extended power outages, inconvenient water shortages, disrupted food chain emergencies and permanently threatened daily conveniences to dislodge our complacency about individual choices, and turn our consumption choices into true sacrafices. 
Ted Heighington, CEO, The Claremont Consulting Group - January 21, 2008
 
 Green: Colour Of Money
It is very rightly stated that consumers are ready to spend more on products that are organic friendly /enviorment friendly. Green is the new mantra >anything "Green" Sells even Green Ogre "Shrek"It ranked iin more than $600 million and created history . Well if the the organisations wat to win GO Green 
vatsala bose, Faculty Marketing, SIES NERUL NAVI MUMBAI - January 22, 2008
 
 this is my fist time comments, thank you 
tamjianhua, bbbrand - January 22, 2008
 
 As a marketer, I would first be very much interested to know how much of the population have a true sense of social responsibility. Then how much of those who are socially responsible actually extends this responsibility to buying GREEN products.

As a consumer, I have the awareness and desire to be socially responsible and use products that protect our environment. But, the order that I follow in making my decision to buy a product is this, 1st - the product should satisfy my need, 2nd - the price is right, 3rd - if it is environmental friendly, it is even better. Will I be willing to pay for an extra amount of money for a green product? I am not sure.

In this time of economic uncertainties, consumers are more and more seeking for $ savings and are mostly able to pay for what is basic. Basic needs offer instant gratification while being socially responsible offers the future generation a better world to live in. Consumers need to transcend to a much higher to get there. 
Jo Ann, Brand Manager - January 25, 2008
 
 Till date, industrialized world has been focussing on growth, growth and growth, without determining its impact on our sole means of survival, the globe. But by the time data on impact of industrialization on environment is collected, studied, nd analyzed, we are already in 21st century. Last 2-3 decades have been really devastating to mother nature, if we go by data so far collected.
As an awared citizen, I personally would favor pdt X over pdt Y, if product X consumes even 1 less energy than Y, or is less polluting than Y, given that both are in same price range, and meets same need. My point here is, given the eroding diferentiation between the pdts, and shorter life cycles, being GREENER is itself a differentiator, and a deciding factor in making purchase (given other variales remainin same). Companies need to realize this asap, or else they will meet the same fate as eroding glaciers. I strongly believe, by being GREENER, you not only serve society, but also your shareholders. 
Mohit Bahri, Sr. Consultant, PharmARC Analytic Solutions, Bangalore, India - January 27, 2008
 
 The number of brands going green will be directly proportional to the environmental awareness amongst consumers. The 'Green factor' may serve to be a strong point of differentation for a particular brand (for example lets say an environment friendly automobile).

At a certain time, the Green Wave will reach its Tipping Point (as Gladwell would like to put across).

And then, there will be a stage that 'Going Green' will stop being a point of differentiation and will become a point of parity for brands where you have to score atleast as much as your competitor.
So going green will no longer be a luxury but a bare necessity. However this scenario will take a longer time in Asian countries(evidence that this wave has still not reached its tipping point). So for now,
GO GREEN is surely the message many companies are sending across ( 
Nishant Zaveri, Brand Manager, Mapro Foods Pvt. Ltd - January 28, 2008
 
 The number of brands going green will be directly proportional to the environmental awareness amongst consumers. The 'Green factor' may serve to be a strong point of differentation for a particular brand (for example lets say an environment friendly automobile).

At a certain time, the Green Wave will reach its Tipping Point (as Gladwell would like to put across).

And then, there will be a stage that 'Going Green' will stop being a point of differentiation and will become a point of parity for brands where you have to score atleast as much as your competitor.
So going green will no longer be a luxury but a bare necessity. However this scenario will take a longer time in Asian countries(evidence that this wave has still not reached its tipping point). 
Nishant Zaveri, Brand Manager, Mapro Foods Pvt. Ltd - January 28, 2008
 
 If we are not naif as communication consumers, it is clear that today wemust tend to vote that the "green label" strategies are mainlycamouflages presented by trademarks that are associated to "politicallycorrect values".Likewise, it would be interest to think that, many times real actionsstart in this way. I believe that the leading role of the GREEN VALUES,or the GREEN MORAL, will be greater in forecoming times, in a process ofabandonment of camouflage towards a real deal.Unfortunately, it is the reality of the climate crisis what is imposingthis change from speech to fact. 
Diego Garcia Diaz, Creative Director, GDS BRANDING - January 28, 2008
 
 I must say I find it very misleading the way some companies claim they are keeping in line with green house emission and using bio thermal energy to run their business. I think it’s a put off we all know that petroleum resource is still the no 1 energy resource for all them. How will they now react to the fact that bio thermal energy could be affecting the environment in an adverse way by putting undue pressure on the soil due to over cultivation and causing wide spread deforestation .Please enough of the hypocritical msg we appreciate all the efforts to deal with this crises but it’s should not be exploited for financial gains thru misleading communications. 
Ritdimwa Orga, cmo, Dpi Nigeria limited - January 29, 2008
 
 It all depends on credibility of the "green" message.

For brands such as Timberland that have shown dedication to the environment for years, or for Toyota who are making significant improvements in car CO2 emissions, using a "green" message is credible.

For brands that are recently incorporating environmental practices, they have to first make sure that this is part of the company's long-term mission and is actually carried out on a day to day basis across multiple processes, creating a significant impact in the market-place. Only after this has been done will "green" seem credible.

On the other hand, where "green" is a superficial part of a company's business, or where the company has (or had) poor environmental practices alongside good ones, it will be hard to convince customers through a "green" message.

At the end of the day, 2008 won't go one way or the other. What we'll see is some brands that are credibly "green", others that are not and lots that are grey-green. 
Alexander Corrie, Marketing Director, Bodegas Aguila, Spain - January 30, 2008
 
 It will be interesting to see how many consumers will be willing to put their money where their mouth is on green issues when the economic going gets tough. Will paying a premium, however small, be a consideration to reduce personal carbon impact or will it simply resort back to a case of government-action-required-I-can't-afford-for-it-to-be-my-problem. 
Taryn Walker, Marketing Manager, Seatwave Ltd - January 31, 2008
 
 
     
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