Nov
17
How to Green my Sex Life? A Quick Look into the Ubiquitous Green Trend
November 17, 2007 |
I read an article written by Jacob Gordon entitled “How to Green Your Sex Life” which underscored some important questions we should be asking ourselves as individuals, companies, and countries. Has the green trend gone too far? Is the rise of the sustainable, environmentally-friendly public relations campaigns self-inflated by the media; is it bandwagon hype, greenwashing? Is my underwear hurting poor indigenous farmers? And curiosity, last but not least, begs to know whether corporations are investing in marketing schemes out of self-interest or in sustainability models out of profit-driven incentive and true ethical motivations.
To answer the first question, yes. When I am advised to take showers with my special someone to conserve water and be romantic at the same time, and then risk censure for staying under the water for too long, there exists a problem. I am embarassed for the folks out there who take the following sentence seriously: “A nice bike ride for two is a fossil-fuel-free way to get the blood flowing and can also be quite stimulating, especially for the ladies.” Or perhaps this one: “Go for the green lover. Farmers markets, Critical Mass, your local Green Drinks, Whole Foods checkout isle can be great places to meet people.” All of these places are great venues, I am sure, but do we need to be told where to find dates on grounds of ethical responsiblity? I believe people are intelligent enough to make these decisions on their own. The crux is articles such as this make the green trend more of a trend and less of a catalytic reform movement with true staying power, i.e., sustainability. Does that word sound familiar to anyone?
From various celebrities championing disappearing species to Subaru’s commercials showing deer in forests surrounding their manufacturing plants, we bear constant witness to a new environmental consciousness. Many argue with merit that businesses are only superficially adopting practices because their marketing budgets are absorbing a large measure of these eco-trend initiatives. This much is true. We have seen similar marketing/public relations trends following the entire “do you feel secure” schtik following 9-11, or the new age progressive jab aimed at the boomer demographic. Indeed, there was a similar public relations “greening” in 1990 to commemorate the twentieth anniversary of Earth Day. Today’s green trend, however, has an enormous impact on public perception, corporate identity, and, most importantly, the stock market. The trade association Social Investment Forum calculates that mutual funds investing in companies with SRIs, or “socially responsible investments,” have gone from $12 billion in 1995 up to $178 billion in 2005 . In other words, progressive sustainability has appreciable momentum in the form of big, big money.
Will businesses prioritize their responsibility to the world over profit? Few to none, most likely. We must be realistic and hope that companies current interest in the green trend will lead them to true and lasting reform of structure, finance, and investment based on sustainability. Perhaps companies will begin to see that meeting the demands of a new century will be determined by intelligent and careful use of global resources, and that good things can result from sustainability: long-term profit stability, innovation, flexibility, and consumer trust.
No bamboo leggings were worn during the writing of this article.
Comments
2 Comments so far
“No bamboo leggings were worn during the writing of this article.” What a way to end the article! And what a wonderful story. I write the way you write it. Straightforward.
But why not? I mean, if it gets people’s attention. Let it be. The idea is to reach out to as much of the world population as possible and for them to be aware of the growing trend of going organic or just plain environment-friendly. If these companies make money out of it. Fine. Everybody and everything else is happy!
I agree. If the companies make money because they are doing a good thing than more power to them, that is what it is all about. It is definitely important to take the business perspective into consideration when examining the green trend in all its forms.