Of all the 21st century business clichés, “going green” has had considerable staying power, and no doubt for good reason. In a period of economic suffering and war, good (and profitable) business has increasingly become synonymous with green, or eco-friendly, business. Companies of all kinds, from cleaning products to automobiles, are developing and marketing new and/or “improved” green products.
In this over-saturated market, I wonder: Is it more important for a company to be earth friendly or perceived as earth friendly? Perhaps, the answer is a resounding, BOTH! If that is the case, how does this impact businesses and how they market themselves?
- The planet’s surface temperature has risen (PDF) ~1.5°F over the last 100 years
- Ice caps are receding, ocean levels are rising and climates are getting warmer
- 150,000 premature deaths have been linked to climate change (PDF) effects
- Deforestation is rampant
- Natural resources are dwindling
- Over-population shows no signs of letting up
- There are a growing list of endangered species
- Green house gas emissions are on the rise*