Be Green, Save Some Green, Don't Feel Green

It is officially hip to be green. You have probably noticed how advertising is peppered with environmentally-conscious claims, from organic foods to energy-efficient buildings to fuel-efficient vehicles to recycling and composting to renewable energy sources to land conservation to buying carbon credits that offset our consumption. Being green appears to be good business.

However you might personally feel about global warming* or recycling or organic vegetables, the Green Era is here and will have a major impact on society. And major trends usually play out in this way: First there is a buildup that accelerates to a peak of buzz and excitement, followed by a trough of disillusionment that eventually moderates into what you might call "long-term, realistic expectations."

If you ask me, we are somewhere around the peak. So what comes next is the trough of disillusionment when people become a bit jaded and cynical from hearing so much about being green.

This means we should be careful with our advertising and make sure green claims will stand up even during the period of disillusionment. To do this, I recommend tying green claims directly to how it will help people save money or improve their health and lifestyle. For instance, a fuel-efficient vehicle saves commuters upmteen dollars per week or organic milk avoids exposure to hormones and antibiotics. People will always care about their wallet and their health, so you really can't go wrong here.

The bottom line is: Be green (environmentally conscious) by helping people save some green (money) or avoid feeling green (sick), and you have a marketing message with a green (color) light to go!

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* As Stephen Colbert put it, "I believe global warming is real because Al Gore's film made money."