There’s a nice little article in the JSOnline about “earth friendly” holiday gifts for kids. There are a lot of ideas in it from buying antiques, to giving immaterial items like museum memberships or art classes. But what’s interesting to me is that the article points out that many “green” products don’t proclaim their “greenness”. This goes back to my ideas on “green marketing” being, on occasion, a detriment. What’s most significant is that when a low-end (no offense, JSOnline) mainstream publication starts pointing things like this out to people, it improves people’s awareness as follows. One – it makes people who would be fearful of the “green” label feel as though they have company. Two – it makes people think to themselvelves that ecological consiousness is so mainstream that it’s matter of fact, which makes them far less likely to hesitate in making a “green” purchase.
Nick Aster is a new media architect and the founder of TriplePundit.com
TriplePundit.com has since grown to become one of the web's leading sources of news and ideas on how business can be used to make the world a better place.
Prior to TriplePundit Nick worked for Mother Jones magazine, successfully re-launching the magazine's online presence. He was instrumental in the creation of TreeHugger.com, managing the technical side of the publication for 3 years as well as an active consultant for individuals and companies entering the world of micro-publishing. He earned his stripes working for Gawker Media and Moreover Technologies in the early days of blogging.
Nick holds an MBA in sustainable management from the Presidio School of Management and graduated with a BA in History from Washington University in St. Louis.
Follow Nick Aster @nickaster