"How Green Is Your Brand?"

This blog post is one of the many questioning the truth behind green advertising and green products that are popping up everywhere. The biggest companies are getting involved... but to what end?

"Making more stuff — no matter how green that stuff is — will not really help combat global warming or reduce our collective carbon footprint. Companies need to produce things and need to make money by selling them — understood — but to me, the idea of simply creating more (albeit greener) product is pretty much on par with lowering gas prices as a solution to skyrocketing oil costs. When will we consider behavior? When we will commit to innovation?"

Companies Doing Good

What can I say? I'm a sucker for socially responsible business plans.

Here are two great companies that recently came to my attention. They both have combined philanthropy and social justice in their businesses, albeit in very different ways.

GOOD Magazine is a company that, when you subscribe, gives your subscription fee to a non-profit of your choice. Why do this instead of just giving the money away yourself? Because GOOD Magazine is also a publication that gives you real news and information, not that dumbed down version that you find on the newsstand these days. The power of knowledge, plus the support of organizations doing well, can lead to real change!

Summa Cum Laude Tutors takes a different approach to doing good. They enlist volunteer medical students to tutor high-income high school kids in Manhattan, and use the fees generated by this to give to worthy non-profit organizations. The med school kids gain skills in teaching and helping others towards academic success, and by volunteering, commit themselves to public service. Everybody wins!

These small businesses are showing that companies can really make a difference. Their philanthropy doesn't have to be a side job, either. I hope we see more and more of these business plans in the future.

Yvon Chouinard's revolution

A few weeks ago I had the privilege of hearing Yvon Chouinard, founder of Patagonia, speak about the social and environmental responsibility of businesses. While he made some great points about how corporations need to work towards a sustainable future, and gave examples of how Patagonia has eschewed focusing on growth to ensure job security and less costs to the environment, there was one thing he said and one thing he did that really made me respect him as a leader in corporate social responsibility.

First, he acknowledged that because of the nature of his business, selling new consumer goods to the public, Patagonia will always have a cost to the environment no matter how much they work to reduce pollution, material waste, and use recycled materials. He encouraged us all to use products until they are no longer usable instead of going out to buy new clothes or other products when we don't need them. I've never heard anyone who's trying to sell me stuff tell me not to buy their stuff before!

Secondly, at the end of his talk, the hosts presented Yvon with a bag of goodies as a thanks for speaking to us. He politely declined, saying "I have everything I need." That small gesture showed the thousand audience members that he was committed in his own life to the philosophies he espouses in public.

I'm not writing this post to recommend Patagonia above other companies as a "better" business in any way. I want to show that there are corporate owners out there who care, in a meaningful way, as much as we do about the environment and in the people who live with us on this Earth. We must find a way to work together towards our common goal!