Until recently, “Going Green” in corporate America meant one of two things: either a company listened to the Jiminy Cricket of its environmental conscience and accepted less than stellar returns on the investment or it had a CMO (that’s Chief Marketing Officer) interested in looking at the business through green colored glasses and spinning a feel-good “green” marketing campaign.
I’m sure both of these situations still ring true in many cases today; however, while a “green” marketing campaign does not a green company make, revenues, profits, and ROI are now soaring for many of the green, and in many cases, “greener” (not necessarily “green”) companies.
It seems that the current state of the domestic economy has set the table for many green companies, particularly alternative energy companies, to leap from just being environmentally focused to being fiscally relevant as well. Combining an anemic dollar, sky-rocketing oil prices, and fed up consumers, green alternatives are now seeing unprecedented support from consumers, legislators, and especially, investors.
Unfortunately, many companies and organizations are still just spinning the popular slogans and feeding us all a bunch of “good for us” lip-service. Are companies and industries really dedicated to reducing their own envirohuman impact? And if they are, are they in a position for long-term financial growth and success? If so, how do these investments help financially? If the claims are more fluff than substance, where do the companies come up short? Ultimately, these are the questions we would like to help answer for consumers and investors.
Stay tuned for the newly created EHI series, “Green Earning Green,” where we will analyze various environmentally conscious companies. Find out who’s really reducing EHI and taking it straight to the bank and who is making claims without actually making a positive EHI.