Friday, December 07, 2007

Is Being Green Just A Phase?

It's late, but I wanted to post this before I headed to bed to get some people's feedback on the whole green movement that has been happening over the past couple of years with The Inconvenient Truth, Grist, WorldChanging, Vanity Fair, Wired; the list goes on. I had the opportunity to be right in the mix of it all with the launch of It was a great project and we geared up for a big push, but the idea of carbon credit offsetting wasn't too appealing for mass market adoption. I just revisited the website today and it seems to have abandoned its entire social networking section, its Myspace page and even its blog ( which was the best part as it was updated with Eco-tipcs, eco-living articles, seasonal trends and a wealth of information suited for any beginner tip-toeing into the world of green. The abandonment of some of the core online marketing pieces baffles me. This is a great lesson for any company that is leveraging multiple touchpoints via the online channel that you can't just give up on initiatives and leave your brand wide open for scrutiny, leave your Myspace page filled with empty images and a blog with great content just redirected to your site that is pretty much just an online store now.


  1. funny you said that because I did the same thing a couple of weeks ago and couldn't believe they had abandoned a lot of the strategy that was build over the previous year - A real opportunity for them to cement their position was lost

  2. With all of the new green communities out there, they would be better off doing some invasive conversational marketing with potential influencers.


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