It's Not Easy Being Green

There is a commercial for Ford trucks where a dad is taking his "Green conscious," daughter to school when she suggests he get with the program and buy a hybrid. The dad replies "This is a hybrid....I just never thought to mention it." The implication is that with his Ford Hybrid he is doing the responsible thing but it's something inherent...a real part of him as opposed to a bumper sticker promotion.

It's clever because the ad plays the card of being green because it's the right thing to do...not because it is popular.

Right now I am noticing a lot of companies that are "all about," organic cotton...hemp...natural fibers. That will have people after a while saying ok...of course you do...why wouldn't you? The newness will fade and pesticide free cotton will soon hopefully become the norm.

I do believe a certain level of promotion is necessary in order to keep up the momentum of the 'green' or any other important movement to bring it into commonplace. However from a long term branding perspective (for any other brand besides the Prius) I suggest more insidious marketing initiatives that don't necessarily say "Buy from us...we're doing the right thing...and that's good enough!"

Its important to make your socially responsible initiatives more a part of your culture and less a part of your tagline.

Look at it this way..... At some point "being green," will be just as important as not having your product produced at a sweatshop.

You want your brand to evolve and not expire. Truly basing your brand on an environmental strategy that would survive the long term would mean something more intense...such as being dedicated to developing organic cottons and dyes as part of your vision.

If your intent is to simply use organic cotton...use it...mention it but don't make it your everything. You will quickly become common if this is your central branding attribute.

As a clothing company focus more on what's truly unique about your brand such as your insight for colors...prints...or design details.

Doing Good is Good. Do it! Then Do You!