Green Marketing: Not a difference any more

You might have noticed reading the newspaper and magazines how companies areadvertising that they have gone green. There has been a swell of suchadvertisements by companies in numerous sectors and businesses. They claim to use less materials, are more environmentally friendly, use less energy in processes, use less plastic, recycle half their materials, use landfills to build on, etc. These are numerous marketing drives which claim that the company is green and environmentally friendly. But does this really matter or is it just like a new fashion in the market that lives and dies once it become unfashionable to say you are green?

All the green activities are good for the environment and global community. A strange thing is that I have noticed that companies do not differentiate that they are greener than others in their marketing drives.

I feel people are already overwhelmed with information and in the market there so many products with their descriptions that is driving the consumer sick and confused. Just go to any department store and you are puzzled which product to purchase among the numerous choices. Then there are the corporate messages of green. People are just buying whatever they feel is the right product. They are not listening to the green marketing campaign. They are just tuning out the messages and making purchase decisions.

A few years ago saying that you were green made a difference to the consumer who wanted to help save the planet and buy green products. But the amount of information that the marketing drive put out just made the cause look so trivial now. There are so many players now that claim to be green as a distinctive characteristic of their products.

Consumers are not too worried about the greenness of their products they are looking for good price good quality and making purchases in all segments of themarket. The fact that they have gone green is a good thing for the environment but it should be used less as a marketing hype as it has become too much of an overkill.