The search for cultural marketing benefits
Green is a great product marketing term. It’s almost perfect for every context, from those that are concerned about environmental impact, through to activists.
In between, there is a cultural change occurring and it is having a deep and lasting impact on marketing.
This middle ground is what I’d describe as Professional Green. This is a marketing space where brands can establish their credentials as aware, caring and proactive when it comes to The Environment.
Unfortunately early attempts to mix product marketing with environmental issues were branded as “green wash”.
That phrase was created purely as a negative response to the over-enthusiastic engagement by many brands that perhaps put more focus on being seen to be concerned about the environment, than actually having a positive impact.