2.15.2008 ET

February 15, 2008 - I've been reading the environmental sustainability news for quite a long time now. I'll admit, there were days when I found it simply tiring: this company went green; that company went green. And all I could think was, "Are they for real or are they just doing it for the press associated with it?" There always seemed to be something in those stories that rang false. I couldn't quite put my finger on exactly what it was at the time. Perhaps the stories always came from a single company talking about a single initiative. Jump forward several months. And truly, I believe I sense a change in the air.

Basically I think more of these companies are actually "getting it." Getting that not only do they have to say they are going green, but that they actually have to DO something that has meaning behind it or they risk being exposed for what they really are: wolves in green clothing. Not only that, but all of the previously underground environmentalists - the ones that were chidingly called "granola-crunchers" - are now out, green, and proud of it. If you're a business person who cares about the environment, you are no longer considered and environmental kook, and can relish your new, elevated position in society. Who knew?

So where's my evidence? And why is this happening now? Well, as usual, I have a few theories on about this as well.

Earlier last year, there was some backlash against all of the green claims. Critics argued that companies were doing it for the press. Accusations flew about "green washing," which I've written about on this blog. Then the research stories followed. You remember them, the ones about consumers trust, and how they don't believe all the claims companies were making. Quickly after that, we got the stories about how to market green responsibly, with meaning. And perhaps the message was sent and received.

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