Magazines Love the Green

Following my “Go Green, Get Green” post, I started recognizing a trend in the business press…

Fortune April 2007	Business 2.0 February 2007	Businessweek January 29th, 2007.

Pretty Interesting stuff. Seems like the environment and social consciousness is finally starting to be looked at as something that will make money instead of costing money!

Go Green, Get Green

About a year ago I bought new bedroom furniture. Instead of looking at local furniture stores, I went to the Internet and searched for it. One of the first things that came up was a company called Green Culture with their slogan “Products for an Enlightened Planet.” I looked around and found a couple I liked, finally deciding on the furniture shown below:

I like the look and was also sold on the fact that I was also doing good for the world so I paid my $3,000 + shipping for a set. While I’m not a fanatic environmentalist, I think these days given the choice most would choose to help if they knew they were doing it, and it didn’t inconvenience them.

Recently I needed a new dining room table, so this time I went shopping at my local Levitz Superstore. While browsing around, I noticed they had the same bedroom furniture with a slightly different bed frame:

When I looked at the price tag of the Levitz version, it was a bit disconcerting! What seemed to be the same product was on sale for $999.99 for the set! A year ago I paid $3,000.

The strangest part is that I really don’t feel all that ripped off. The “help your planet by buying farmed wood products” messaging must have worked on me. Besides, saving the environment is the cool thing to do these days. It’s probably the only subject that can take someone as bland and boring as Al Gore and turn him into a superstar, Academy Award and all. It’s also allowed Whole Foods to reach stellar success by building a nationwide chain that focuses on what’s good for you and your planet.

Once again, using my common sense approach it would seem prudent to add “going green” to my product selection criteria. It is a growing “hot button” among many Americans and it is something that has historically allowed companies to charge more for their goods and services than their not-green counterparts. Good for the the environment and business? Sounds like a win-win. Go green, get green.

Current Product Selection Summary:
My thinking is now being directed towards locating a tangible product for women possessing properties that would allow it to be marketed as expensive, luxurious and/or exclusive. This product should also be constructed of environmentally sound materials, allowing ”go green“ to be an additional focal point of the brand.