Myself and some colleagues have been talking about what “Green Marketing” really means. It seems every other magazine or newspaper is talking about “green” this or “green” that and they aren’t talking about watering your lawn.
We came across a term called the “Green Fog” which seems to describe the problem well. Consumers are becoming slightly jaded and unable to determine if companies really are more sustainable than their competitors. They are starting to wonder if it is just marketing hype.
What we need is a standard for being “green”. Just as we have the ISO-9000 for quality perhaps we need the Eco-9000 for green-ness. Come to think of it, perhaps the ISO people already have a standard. I really should take a look.