Going green. It seems to be at the top of every corporation’s priorities. In this day and age we have a better understanding for how unsustainable our daily lifestyles have been since the start of industrialism. In the past, building and developing areas was praise-worthy. Urbanization has supplied new jobs and opportunity for the ever-increasing population. It is only in last fifteen to twenty-five years that we have started to realize that depleting our natural resources and burning fossil fuels cannot persist at the rate at which they are.
Today, we can still live freely without compromise, however, the media has brought on an underlying pressure to conserve and to use less. People are speaking out about Global Warming’s effects and the public is listening. The message is now resonating that the way we do business personally and professionally needs to change. With a heightened awareness of going green amongst the general public, it has opened up a new avenue for companies to use in appealing to their target audience.
“Green this, organic that”… business motives have shifted and companies are doing whatever they can to show they are a green, sustainable business. Marketers have leaped into branding “green” through strategies and ideas that promote the better goodness of the environment. Besides a company’s involvement in becoming more sustainable, the main concern lies within the image they portray. Today, for the general public green equals good. In going with a “green” company, it allows people to grant themselves with a feeling that they are doing the right thing for themselves, their environment, and the future based on what the mass media has hyped about the environment. The color green symbolizes many positive aspects about a company’s values, making it crucial for any business to incorporate the theme into the design of their logo, website, advertisements etc. Having an overall look of being clean, simple, sustainable, organic or recyclable seems to be what’s driving some of the most successful companies around us today.
by: Oliver Evans, Sally Shupe, Jared Sales