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 »

TPdropWATCHING THE COLBERT REPORT WEDNESDAY EVENING, I got a chuckle—like a maddening ride-it-out charley horse (it hurts-it’s funny-it hurts-it’s funny)—witnessing Stephen Colbert’s “ThreatDown” faux putdown of environmentalists “attacking” manufacturers of triple-ply and extra-soft toilet tissue. It was both ludicrous and enlightening, with both Greenpeace and Seventh Generation 100% Recycled Bathroom Tissue (see image to left) on the receiving end of Colbert’s mock ire (Richard Dawkins, promoting his new book The Greatest Show on Earth: The Evidence for Evolution, was the evening’s guest, so you can imagine how he fared!).

Okay, I thought, here’s wiseacre Colbert poking fun at the banality of eco-friendly TP, which is at one end of the eco scale, let’s call it “eco geek,” where people are making informed everyday (small) decisions and changes that don’t hog the look how green I am! spotlight; actually you wouldn’t even be aware these decisions and changes were being made unless perusing their shopping lists or standing behind them in the checkout line. What an antipodal contrast to the more A-list-marketed world of next-gen hybrids, platinum LEED certification and designer bamboo blouses—what I’d like to call “eco chic,” definitely the other end of the eco scale. Both good for the world? Yes. Both needing a mainstream beyond-the-converted push? Again, yes, but with the often below-the-radar eco-geek products and services much more so. Read More »