{"id":26221,"date":"2009-07-27T23:58:46","date_gmt":"2009-07-27T22:58:46","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=26221"},"modified":"2009-07-28T00:56:20","modified_gmt":"2009-07-27T23:56:20","slug":"is-being-green-an-option-for-brands","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/","title":{"rendered":"Is Being Green an Option for Brands?"},"content":{"rendered":"

\"packaging_waste\"A recent study by RSR Research<\/a> analyzed the strategies companies are employing for brands in terms of ensuring those brands are eco-friendly, but I wonder not what brands are doing but whether or not being green is even an option for brands anymore.\u00a0 Or is it a strategic imperative?\u00a0 My vote is for strategic imperative.<\/p>\n

In other words, green strategies should be at the core of product development and positioning strategies.\u00a0 It shouldn’t just be an ancillary element or tactic of differentiation.\u00a0 It should be a key component to the brand’s overall promise.<\/p>\n

I think of toy brands and consider all the wasted plastic and materials used in the packaging of toys (I have triplets who just turned 5-years old, so I see a lot of toy packaging but there are many examples — check out the wasteful packaging in the image above), which so clearly demonstrates the need for “green” to be at the heart of brand and product development.<\/p>\n

There is that old saying, “waste not, want not”, which is very appropriate here.\u00a0 The same thing applies to being a green brand.\u00a0 Many consumers simply expect companies and brands to be making an effort to be environmentally-friendly.\u00a0 If brands are deemed to be wasteful and environmentally harmful, it’s likely that a certain amount of consumers will lose trust in those brands.\u00a0 They may even move on from those brands to find replacements that do <\/em>meet their expectations for brands and companies to live up to their environmental responsibilities.<\/p>\n

Sure, the abandonment rate might not be that high today, but what about in 5-years?\u00a0 10-years?\u00a0 Will “green” still be the cool <\/em>thing, or will it be the essential <\/em>thing for brand survival.\u00a0 While I don’t think I’d go so far as to say it will be the only <\/em>thing that matters to consumers when they make brand choices, I do think it will have a greater impact than it does today.\u00a0 Bottom-line, green is no longer an option.\u00a0 It’s a must.<\/p>\n

Your thoughts?<\/p>\n

Image: Packaging Waste via Flickr<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

A recent study by RSR Research analyzed the strategies companies are employing for brands in terms of ensuring those brands are eco-friendly, but I wonder not what brands are doing but whether or not being green is even an option for brands anymore.\u00a0 Or is it a strategic imperative?\u00a0 My vote is for strategic imperative. […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[3771,100,110,931,930,1222],"class_list":{"0":"post-26221","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-development","8":"tag-brand-strategy","9":"tag-corporate-branding","10":"tag-eco-friendly-brands","11":"tag-green-brands","12":"tag-green-marketing","13":"entry"},"yoast_head":"\nIs Being Green an Option for Brands?<\/title>\n<meta name=\"description\" content=\"Option or imperative? Check out the argument.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is Being Green an Option for Brands?\" \/>\n<meta property=\"og:description\" content=\"Option or imperative? Check out the argument.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/\" \/>\n<meta property=\"og:site_name\" content=\"Corporate Eye\" \/>\n<meta property=\"article:author\" content=\"http:\/\/www.facebook.com\/susangunelius\" \/>\n<meta property=\"article:published_time\" content=\"2009-07-27T22:58:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2009-07-27T23:56:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/07\/packaging_waste.jpg\" \/>\n<meta name=\"author\" content=\"Susan Gunelius\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@susangunelius\" \/>\n<meta name=\"twitter:site\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Susan Gunelius\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/\"},\"author\":{\"name\":\"Susan Gunelius\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/a46ee0d1e91b41488959551cef624759\"},\"headline\":\"Is Being Green an Option for Brands?\",\"datePublished\":\"2009-07-27T22:58:46+00:00\",\"dateModified\":\"2009-07-27T23:56:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/\"},\"wordCount\":352,\"commentCount\":3,\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/07\/packaging_waste.jpg\",\"keywords\":[\"brand development\",\"brand strategy\",\"corporate branding\",\"eco-friendly brands\",\"green brands\",\"green marketing\"],\"articleSection\":[\"Brand\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/\",\"name\":\"Is Being Green an Option for Brands?\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/07\/packaging_waste.jpg\",\"datePublished\":\"2009-07-27T22:58:46+00:00\",\"dateModified\":\"2009-07-27T23:56:20+00:00\",\"description\":\"Option or imperative? Check out the argument.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#primaryimage\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/07\/packaging_waste.jpg\",\"contentUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/07\/packaging_waste.jpg\",\"width\":171,\"height\":240},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.corporate-eye.com\/main\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Is Being Green an Option for Brands?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"name\":\"Corporate Eye\",\"description\":\"...compare, compete, excel\",\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\",\"name\":\"Corporate Eye\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"contentUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png\",\"width\":283,\"height\":42,\"caption\":\"Corporate Eye\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/lucynixon\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/a46ee0d1e91b41488959551cef624759\",\"name\":\"Susan Gunelius\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/0ee4b97f562120039d5380b7c1534fc225b1d4b6fe574268b1c5a2d349eba6e2?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/0ee4b97f562120039d5380b7c1534fc225b1d4b6fe574268b1c5a2d349eba6e2?s=96&d=identicon&r=g\",\"caption\":\"Susan Gunelius\"},\"description\":\"Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.\",\"sameAs\":[\"http:\/\/www.KeySplashCreative.com\",\"http:\/\/www.facebook.com\/susangunelius\",\"https:\/\/x.com\/susangunelius\"],\"url\":\"https:\/\/www.corporate-eye.com\/main\/author\/susang\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Is Being Green an Option for Brands?","description":"Option or imperative? Check out the argument.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/","og_locale":"en_US","og_type":"article","og_title":"Is Being Green an Option for Brands?","og_description":"Option or imperative? Check out the argument.","og_url":"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/","og_site_name":"Corporate Eye","article_author":"http:\/\/www.facebook.com\/susangunelius","article_published_time":"2009-07-27T22:58:46+00:00","article_modified_time":"2009-07-27T23:56:20+00:00","og_image":[{"url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/07\/packaging_waste.jpg","type":"","width":"","height":""}],"author":"Susan Gunelius","twitter_card":"summary_large_image","twitter_creator":"@susangunelius","twitter_site":"@lucynixon","twitter_misc":{"Written by":"Susan Gunelius","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#article","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/"},"author":{"name":"Susan Gunelius","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/a46ee0d1e91b41488959551cef624759"},"headline":"Is Being Green an Option for Brands?","datePublished":"2009-07-27T22:58:46+00:00","dateModified":"2009-07-27T23:56:20+00:00","mainEntityOfPage":{"@id":"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/"},"wordCount":352,"commentCount":3,"publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#primaryimage"},"thumbnailUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/07\/packaging_waste.jpg","keywords":["brand development","brand strategy","corporate branding","eco-friendly brands","green brands","green marketing"],"articleSection":["Brand"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/","url":"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/","name":"Is Being Green an Option for Brands?","isPartOf":{"@id":"https:\/\/www.corporate-eye.com\/main\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#primaryimage"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#primaryimage"},"thumbnailUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/07\/packaging_waste.jpg","datePublished":"2009-07-27T22:58:46+00:00","dateModified":"2009-07-27T23:56:20+00:00","description":"Option or imperative? Check out the argument.","breadcrumb":{"@id":"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#primaryimage","url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/07\/packaging_waste.jpg","contentUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/07\/packaging_waste.jpg","width":171,"height":240},{"@type":"BreadcrumbList","@id":"https:\/\/www.corporate-eye.com\/main\/is-being-green-an-option-for-brands\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.corporate-eye.com\/main\/"},{"@type":"ListItem","position":2,"name":"Is Being Green an Option for Brands?"}]},{"@type":"WebSite","@id":"https:\/\/www.corporate-eye.com\/main\/#website","url":"https:\/\/www.corporate-eye.com\/main\/","name":"Corporate Eye","description":"...compare, compete, excel","publisher":{"@id":"https:\/\/www.corporate-eye.com\/main\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.corporate-eye.com\/main\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.corporate-eye.com\/main\/#organization","name":"Corporate Eye","url":"https:\/\/www.corporate-eye.com\/main\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/","url":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","contentUrl":"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2019\/11\/corporate-eye-logo.png","width":283,"height":42,"caption":"Corporate Eye"},"image":{"@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/lucynixon"]},{"@type":"Person","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/a46ee0d1e91b41488959551cef624759","name":"Susan Gunelius","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/0ee4b97f562120039d5380b7c1534fc225b1d4b6fe574268b1c5a2d349eba6e2?s=96&d=identicon&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0ee4b97f562120039d5380b7c1534fc225b1d4b6fe574268b1c5a2d349eba6e2?s=96&d=identicon&r=g","caption":"Susan Gunelius"},"description":"Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.","sameAs":["http:\/\/www.KeySplashCreative.com","http:\/\/www.facebook.com\/susangunelius","https:\/\/x.com\/susangunelius"],"url":"https:\/\/www.corporate-eye.com\/main\/author\/susang\/"}]}},"modified_by":"Susan Gunelius","_links":{"self":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/26221","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/comments?post=26221"}],"version-history":[{"count":3,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/26221\/revisions"}],"predecessor-version":[{"id":26261,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/posts\/26221\/revisions\/26261"}],"wp:attachment":[{"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/media?parent=26221"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/categories?post=26221"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.corporate-eye.com\/main\/wp-json\/wp\/v2\/tags?post=26221"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}