I’ve never really cared for the whole “green” marketing craze that’s literally inundated every facet of our consumer culture. You can’t go shopping nowadays without finding something that’s trumpeting it’s green-ness in the biggest, flashiest letters possible from the front of its seemingly innocuous packaging.
It used to be that green was a bad thing. Green connoted jealousy, avarice, and sickness. If someone said you looked green, well, it wasn’t because you were wearing organic, fair-trade cotton clothes and vegan shoes.
Now, though, everything purports to be green GREEN GREEN! I pick up my bottle of Windex, and it assures me that everything’s fine because it’s a certified GREEN product. Cars, hotels, clothes, and food are all going green and, at least for me personally, it’s having the opposite of the intended effect.
Quite frankly, I’m sick of the term green. It has over freaking saturated the marketplace and I’ve reached the point where if something says it’s green I’ll only buy it if there are no alternatives.
Because really, what does green even mean other than that the manufacturer and marketing team behind the product knows you probably have a vague awareness of the environment and they hope to capitalize on it? Otherwise, what would be the point in my Windex being a green product? I have serious doubts that my once-a-week mirror cleaning was having an adverse effect on the environment to the extent that something needed to be done to make the product more environmentally friendly.
Of course, there are times when the term green actually means something, sort of. Like, for example, with buildings. Except, there are different standards for the different green accrediting agencies, so once again green means very little. If a hotel merely washes sheets only when asked as opposed to washing them every day, they can say they’re green even if they’re out back burning tires and using rare rainforest trees to make kebab skewers.
I guess what I’m asking for here is a moratorium on the term green. Green is a color. Yes, I get it, trees are green! We like trees! Therefore green is good! But green as a marketing term has reached the obnoxious stage, and I think the marketing geniuses can do better. Don Draper would do better.
Here, I have some suggestions:
- This product has a conscience.
- An environmentally responsible product.
- Buying this product will make you feel better about yourself.
- Trees appreciate this product.
- We only deforested one acre of rainforest to make this, so that’s really not so bad, is it?
Who knows, maybe I’m over-reacting. What do you think? Take my poll and chime in on this issue!
Is the term GREEN still an effective marketing tool?
- Only if the actual product is, itself, green, because then the "green" label is really just honest advertising, isn't it? (43%, 6 Votes)
- Not really. I'm over it. (36%, 5 Votes)
- I think so. I tend to think well of "green" products. (21%, 3 Votes)
Total Voters: 14