Green is beyond green.

The green world isn’t just about things that are green.  It’s about the values that come along with caring like social justice; and people and planetary safety around the globe.  All of these are green thinking.  What better way is there to reach your market than by reaching out?

An integral part of green marketing should be an alliance with a worthy cause.   Advocate for one you believe in and if possible, one with a link to your overall message and positive image.

For instance, Patagonia, the outdoor clothing manufacturer, is all about protecting the Arctic National Wildlife Refuge (http://www.patagonia.com/usa/patagonia.go?assetid=1809), Stonyfield Yogurt is for supporting family farms and organic agriculture (http://www.stonyfield.com/EarthActions/) and Timberland, the foot ware company, is about cooling global warming http://www.timberland.com/corp/index.jsp?page=csr_env_stratgic_partnership).

These causes and they way they work with them are displayed as prominently as their products are on their website.   

There is no great shortage of great causes to align with, from the global to the local.  But it has to be authentic or don’t bother.  The green consumer will see right through it.

Now your social responsibility doesn’t end there.   Examine your own practices.  Are you carbon neutral?  Are your facilities toxin-free?   Is there a better way to do what you’re doing?   Are your working conditions safe and fair?   Not only are these worth supporting, the cost of not supporting them in the hearts and minds of the green consumer can be even more costly.  

These are all necessary parts of your green communication but first see what you believe in and what you can do better.   Then communicate it.   Walks gotta go with the talk.

How are you walking the talk?  We’d like to know!