Greener than green ~ Brand Mix

Saturday, December 15, 2007

Greener than green

The green table stakes keep getting higher and higher.

Whereas, just a few years ago, a commitment to the environment, a couple of projects and a CSR campaign would have won some green credits, now such limited activity could actually hurt your reputation.

Consumers are interested in green, care about it and are less and less likely to be fooled by companies who paste a green veneer over the same old thing. They will demand more authenticity and a more complete green program that considers all aspects of a company's operations. Programs like Frito Lay's new manufacturing plant in Casa Grande, as an example I wrote about before.

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