Greener than Green or Green Fatigue?

Hello, my name is Mike Loughery and I am Director, Corporate Marketing Communications for CertainTeed Corporation.

Copy of Michael low res picWe’ve seen tremendous promotion by all types of companies about how “green” they are. The “greenest this” and the “most environmentally friendly that.” It’s easy to get caught up in it all.  We see consumers jumping on the bandwagon and we all follow right along, hoping to tap into what we think is an insatiable appetite for green and sustainable products.

And here we are, several years later and what have we accomplished? At CertainTeed, we have reached inside our core selves and found that a lot of what gets credit for being “green” these days already existed as very aggressive cost-savings initiatives—efforts that existed long before the green discussion started.  Our position is simple:  we strive to be the industry leader in the development of sustainable building products and the environmentally friendly operation of our facilities.

However, promoting “green” means only promoting what you can back up.  We don’t buy into the “greener than green itself” mentality which dilutes the message and impact of the overall green movement.  Unfortunately, there is so much overhyped green speak out there that the hard-working efforts of those who really want to make a difference in the world of sustainability are being hindered.  Everywhere you look there’s so much green–who knows what to believe?  Now, the focus becomes whether it’s “green washing” or the efforts are truly legitimate.

I hear it from architects and even the media—this idea of “green fatigue.”  So much so, that serious questions are being raised as to the legitimacy or believability of manufacturers’ claims in their advertising and marketing materials. 

I believe the appetite for green is still there, but maybe it’s time to do a gut check.  We all know that Green is here to stay.  Now, the challenge for all of us is to responsibly represent ourselves to preserve the integrity of what the green movement is all about.  Does it mean going low-key while letting our actions speak for themselves?  Maybe. 

We have a responsibility to promote and also educate about the true sustainable advantages of our products—energy efficiency, indoor air quality, moisture and mold resistance, recyclability, recycled content and so on.  All the other stuff is cheap window dressing.

If you’re green, great, promote it—but do so responsibly.  Back up those words with proof.  Consumers want the truth.  I’d be interested in your thoughts.  Where is this green movement going?  How can we promote green legitimately without causing distrust in the marketplace?