by Glen R. Taylor

Created on: July 16, 2008   Last Updated: July 18, 2008

Is "Going Green" a New Marketing Ploy?

A new wave of environmental consciousness is sweeping over the country, and it's going strong in a seemingly unlikely place: advertising. Every industry seems to be making steps to highlight how they're "going green," by making sure their products, services, and processes do as little damage to the planet's environment as possible while still staying in business. Sometimes selecting a "green" product over an older or less environmentally friendly product costs a bit more, but marketing has been quite successful in boosting the popularity of these products and companies. Is marketing popularity all it is, though? Should you choose green, or not?

"Going green" is not really new. The country has had recycling programs and emissions standards for a long time. But never before has industrial America made such an effort to let their customers know how environmentally friendly they are. Automotive companies are producing hybrid and even fully electric vehicles that produce much lower pollution than previous models. Everyone is taking a close look at "carbon footprints" and other indications of impact on the atmosphere.

Are the heads of these companies suddenly developing an incredible sense of sacrifice and social consciousness? Or does their motivation come from financial goals? Perhaps for the first time, the two motivations are not completely at odds. With stricter government emissions regulations and upcoming expected resource shortages, it's clear that the time for turning over a new environmental leaf is nigh. Rising fuel prices are making hybrid and electric vehicles extremely attractive to car buyers, which makes them the big buzzword in the auto industry. Everywhere, companies are finding that greener is becoming cheaper.

What does this mean for the consumer? At the moment, it's a mixed bag. Hybrid and electric vehicles are still significantly more expensive, but soon the higher vehicle prices will outweigh the rising fuel prices. Perhaps buying a solar-conversion system for your house's water system is expensive, but the long-term costs are far lower than paying for your own electrical or gas water heating. Plus, with a great number of products being adapted for "green" technology, some older technologies will most likely be left behind, leaving those who don't buy the green products unable to find compatible supplies and parts. And even when the higher costs involved in buying "green" products aren't accompanied by concrete financial benefits, the peace-of-mind that you get with such a purchase has a definite value for many people.

So, is "going green" a marketing ploy? In a word, yes, it is. But it's not an empty marketing ploy. The only reason that it works as a marketing device is that there are good reasons for buying products based on environmental impact. If you have your suspicions that a company is using claims of being environmentally friendly without backing it up with action, check them out before you buy. Otherwise, go ahead and go green with them. It will pay in the long run.

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