Recently on LinkedIn I have been following the questions in the Sustainability category and I must say that the discussion has been excellent. One recent and very pertinent question was “How do you go about assessing the authenticity of a company’s claims to be green?”

My friend Jennifer Kaplan over at Greenhance offered up this great commentary from her

Last week’s Great Energy Efficiency Day in the Dirksen Senate Office Building was an excellent crash course in the role energy efficiency will play in America’s future. If you were unable to attend, you can still review the presentations on the Alliance to Save Energy’s web site - and I highly recommend you do.

For me the most dramatic representation

How many phone books does one person need? If you were to ask Philip Cantwell his answer would be zero, which is why on April 2nd of this year Philip launched the non-profit website YellowPagesGoesGreen.org. The site offers a free service that enables the visitor to opt-out of receiving printed copies of the Yellow Pages.

Apparently there are a lot of (3) Comments

Tags: green business, green consumers, leadership profile

It’s been an interesting couple of weeks in terms of local events. There was the GreenFestival in DC and more recently Sustainable Loudoun’s Energy Summit.

What struck me was which green marketers were doing a good job of messaging their brand and which weren’t.

Generally the exhibitors fell into two camps:

1. Camp one I’ll call Direct Replacements -

When it comes to environmentally friendly household products, older consumers are substantially greener than younger demographics according to a great bit of research over at ICOM.

According to the report:

Both male and female groups 55 years and over reported above average usage of environmentally friendly home goods. Leading the way was the 55-59

The Green movement’s impact on messaging is evolving faster than alternative energy is. Some companies wonder if they need a green profile. Two years from now everyone will be wondering why they didn’t establish one when it could have set them apart.

Depending on what you are selling, and whom you are selling to your green profile may or may not be a