More proof that it’s not easy being green?

Green Branding: Engaging the Consumer

We, the consumer, are not idiots! Seventy percent of us don’t really know what it means, nor do we trust, when a product claims to be green. More and more, companies are trying to understand how to not just look green, but incorporate the idea of “360 degrees of green” into their operation by requiring vendors to be green also.

The speaker panel was a diverse group of people who are energized and passionate about green issues and the way they will shape our future. Green is the hottest trend in consumer brands and it really started with events like Hurricane Katrina to show consumers the global climate crisis was upon us. That being said they admitted that Green is a passing fad and will be gone in 4-5 years. . . but the underlying issue of the systemic need for “something” will be around much longer.

At the heart of the entire matter of green in the CPG business is the company's commitment to the triple bottom line. The triple bottom line is the idea of measuring success in terms of profit but also in terms of environmental and social success. A company can talk the talk all they want but only when they begin to walk the walk is when they are truly moving towards making a meaningful long term difference, instead of a short term profit.

Overall, we have a long way to go. The speakers were full of passion but that's not enough to make a lasting change. We need to work to change the habits of the global business structure as we know it. We need to incorprate CSR into our MBA curriculum and we need to be encouraged to make a difference instead of make a buck. 

There are more companies with incentives tied to short term profit goals than there are companies being measured on reducing their carbon footprint. Imagine if the CEO was paid based on not only profits but how much they reduced their in store cardboard display waste last year. Business plans would look a lot different