Sustainability: business, life, environment

A 2007 Earth Day report commented that the U.S. Patent and Trademark Office received more than 300,000 applications for green brand names, logos, and tag lines.  The year saw the largest increase in green applications since 2000, with the applications including the word “green” doubling from 2006.  Along with other indicators, this appears to be strong evidence that business in general has evaluated the market potential of “green” and is responding. 

The sudden surge in business eco awareness has not gone unnoticed by consumers.  With sustainability concepts and definitions subject to interpretation, the same business sustainability actions claimed as "green" are also subject to "greenwash" commentary from writers and bloggers.  Much of the criticism coming from contradictory green business claims with company histories and recent actions.

Nielsen Online, an independent media company providing measurement and analysis of online audiences, recently reported that greenwashing is a "failed corporate strategy" that consumers are increasingly quick to identify and condemn. 

The Nielson report analyzed 2007 blog postings on the topic of sustainability and revealed that bloggers were adopting a broad understanding of greenwashing.  Consumers are becoming increasingly vocal online about green claims and business sustainability. 

As a sustainability consultant, I am enthusiastic about the discussion.  Consumers are raising their eco awareness and holding business accountable for their actions.  This is requiring companies to incorporate true business sustainability behind their green marketing.