June 15, 2007
Biz still green on going green
The media may have gone blue in the face talking about going green, but many businesses are still unsure how to approach doing so or market the fact they have. Speaking at a conference on the topic this morning in Hartford, Joel Makower, founder of GreenBiz.com, said that dynamic has created a dysfunctional market where customers are unsure how much to believe businesses that talk about their greening, businesses are unsure how much to reveal about their practices and Wall Street pays no attention. Makower said Fairfield-based General Electric's "Eco-magination" advertising program -- in which dancing rain forest elephants tout the benefits of GE's clean-burning airplane engines -- is a good example of how to mix branding and green products. An example of how marketing green values could hurt rather than help? Denim-giant Levi Strauss, which is loathe to talk about how 2 percent of its cotton is organic, since it raises questions about why none of the remaining 98 percent is, Makower said.
WBJ Web Partners
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