Going green may not be new, but it’s still important—and easier than ever

August 24, 2012 at 7:00 AM

As Kermit the Frog sang it in 1970, “It’s not easy being green.” At that time the little Muppet was right in ways he might not have realized. Back then, being green—as in environmentally responsible, not as in being a frog—was a novel concept and not a high priority for many of America’s major corporations. It was too expensive, too troublesome, and the American public really didn’t care—or did it?

Companies quickly found out that the public did care. Companies that went green back then—those “early adaptors”—staked out their turf as being environmentally conscious and were looked upon favorably. They were seen as progressive, eco-friendly, and concerned about the planet.

Aside from a more favorable image, many of these companies also started reaping other key benefits of going green: greater revenues and greater market share. Going green became a very big deal and a very big trend.

Today, Kermit would be pleased. It’s getting much easier to be green; it’s a major trend, and it pervades every aspect of our lives. People are more environmentally conscious than ever; they’re recycling materials more, making things out of those recycled materials, working to keep the air and water as clean as possible, and being more responsible in how they treat the environment. In fact, being environmentally sensitive is no longer the exception; it is the expectation.

Going green extends to marketing campaigns and the distribution of branded promotional products. What does that mean for companies that want to promote their brands and maintain their concern for the environment? Does that present a dilemma? Not at all. Branded merchandise made from recycled or biodegradable materials is the way to go, and there are plenty of great, high-quality, choices available. Environmentally friendly products can include items made from natural fibers, recycled paper, wood, and more—things like calendars, bags, boxes, apparel, even outdoor gear. Some plastic items can be recycled, too. The paints, coatings, and dyes used in the manufacture of these items can also be eco-friendly. And while merchandise made from recycled materials may be a little pricier than non-recycled versions, the cost difference is easily offset when it comes to projecting the right image to the marketplace.

Kermit’s song might’ve been appropriate a few decades ago, but today he may be singing a different tune.
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