Is the green for the honey or is it just for the money?

Okay – it is officially time for “green washing” the consumers of the World - consumers of the world beware!!!   

Marketing strategies are embracing consumer trends in positioning products that are more environmentally responsible – you can’t turn on the television without noticing the obvious overtake of products that are green, green, green!  Buy “green” and save the world!!!   

Let’s separate the truth from the trend.  Consumers are responding to these products by spending more – as long as these products are doing more to help out our over-stressed planet.  To some, this gives peace of mind, to others, it presents a mindful appearance to their houseguest's, and to a select few – living “green” is a crucial lifestyle choice.   

So, is all this environmentally-conscious-fuss just a marketing ploy to keep struggling businesses afloat?  Of course it is… but instead of calling it a marketing ploy, let’s call it a marketing strategy.  Well, with some it is a ploy, some, just a strategy.  Companies are compelled to point out positive qualities of their products and services.  This is not a ploy, but intelligent branding.  And, let’s get real for a second - it is frighteningly clear that the economy is struggling, meaning that people are struggling, and that includes business owners.  Business owners will do what they need to, to get their piece of the pie (or merely stay in business.)  We want Americans to succeed right? Just as long as they are held accountable to the claims that they make when they market their products, of course!    

When the company is unethical, misleading or dishonest about the positive impact of their products, this is when problems in consumer confidence arise – and rightfully so.  This is when faith becomes lost.  Take products that claim that they are “natural,” for example.  If a product has any natural ingredients in it, in can label “natural” and beat the system through legal loopholes.  Loopholes like these are what alienate consumer trust.  Now that millions of companies have hopped on the “green” band-wagon, consumer trust will certainly diminish, forcing people to actually research their buys to ensure that they are in fact purchasing environmentally sound products – or continue berating businesses for (GASP) marketing their products.   

Let’s not be so naive as to think that big-brand corporations suddenly had a rise of consciousness and wanted to alter their entire concept solely to make a difference.  These companies are cash-cows.  They are intelligent and they have teams out there conducting market research, product placement, and consumer trend development.  They are in the business of making money – and when consumers express a desire, companies will find a way to deliver.   

For us small businesses, the overwhelming onslaught of branding “green” everything is unnerving and a little annoying because it undermines those companies that truly envision better, more earth-friendly products, and have from the beginning. 

My company, Worldwide Skin, has spent the last two years in pre-production, sourcing the best solar/wind powered facilities to manufacture the products.  Sourcing packaging that is of post-consumer material, reusable, and recyclable.  The products are paraben free (parabens cause toxic run-off into ground water contaminating soil and all who come in contact with it.)  They are certified vegan – why increase carbon emissions with animal bi-products if you don’t have to?  I know this now: not all products are created equal.  I didn’t necessarily see the trend coming to the mainstream of marketing tricks when I started the brand.  However, being from Seattle, I am privy to the “green” lifestyle, which was always on the agenda.  The brand wasn’t ready to launch until we could do so with entirely sustainable products.   Now that we are launching, we are up against the big-dogs who are making the same claims. 

The only way to separate fact from fiction on truly “green” products is by researching the brand.  Details and statistics usually indicate that they have done their research.      

Maybe you can tell the difference between these brighter, shinier products, perhaps not.  Buy what you want to buy – this is your right as a consumer.  My motto is go “green” when possible.