Green Marketing, Part 2: Remember your true colors

The Green Revolution contains a trap for marketers.

Environmental responsibility is undeniably a good thing.  Too often companies engage in green marketing because they think that’s what customers want.  But just because environmental awareness and action is the right thing to do doesn’t mean it should be a big part of a company’s marketing.

If sustainability is the cornerstone of a business, then companies should wave their green flags freely.

Otherwise, they should be careful about claims of saving the world.  They might not be believable.

Remember what it is that truly sets you apart from your competition, whether it’s the service you provide, the brands you carry, the people you sell to, or anything else.  That’s the thing that should take center stage in your marketing messages.

You can promote your environmental consciousness, but don’t overdo it unless it’s a true differentiating factor between you and your competition.