10greenmythsLET’S JUMP RIGHT IN—there’s no time to waste when you’re myth-busting in a tumultuous age of run-amuck uncertainty.

#1 You should never, ever, ever use the word “green” in your name, tag line, PR or marketing materials.
There is nothing wrong with using the word “green”—if you mean it. Sure, it’s particularly ubiquitous these days and already attached to a multitude of businesses, products, ideas, publications, groups, etc., but it still connotes a space and position and way of thinking that resonates with the public. Co-op America changed its name to Green America, and it’s working out just fine for them. If you attend a Green Festival, you kind of know what to expect—and attendance, and spirits, are high. Don’t make your usage bandwagonesque, tenuous, forced or misleading (let’s call this “fuzzy quasi-green”), resulting in reverse marketing that’ll bite you deservedly in the butt, whether you’re wearing green jeans or not. Read More »