Here’s a quick comment about a theme which we may explore at the PSFK Conference New York in March (tbd) – is ‘Good’ this year’s Green? ‘Green/ is no longer enough, and green can be confusing – it’s about companies and consumers doing good by others, making the right choice and applying common sense.
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Inspiration to make things better.
Good grief. Give us a break. I thought Green was the new Good? Corporate philantropy and community relations has been around for as long as I have…
However, I realize that “Is Good the New Green” makes for clever, cute copy and I forgive you. This time.
January 12th, 2008 at 12:51 pm
A couple years ago, I remember seeing a graph showing how over time companies that offered more goodwill and invested themselves more in the communities where they operate as being more profitable. Since companies are afforded the same rights as an individual in the US, what a profound change it would be for them to start acting like responsible citizens. I know this is about as pie-in-the-sky as it gets but wouldn’t it be amazing if corporations started setting a good example for individuals.
January 13th, 2008 at 11:44 am
Maybe companies and agencies are simply looking for a bigger cause than Green. Hence the wider umbrella of Good.
I agree with Coleman that do-gooders have been around for a long time, but there are TONS of data saying that people want companies that make the products they use to do good. More than ever.
I, for one, am behind any kind of do good movement. The green stuff smacked of self-righteous, yet shallow environmentalism. Of course, I’m sure we’ll be smacked over the head with inauthentic good messages as well.
January 14th, 2008 at 1:14 pm
I would have to agree with Coleman.
Good is the new/old good. It’s all about positioning. But wasn’t green the new good? So aren’t we really just going back to good?
January 14th, 2008 at 1:33 pm
I don’t think it’s about green or good. i just left a comment on the brands with a conscience article… but i’ll say it again, i think that the “new green” (as played out as the whole “new” thing is) has something to do with transparency, responsibility, and accountability.
with everyone having more and more access to information it means that no one (person, company/brand) can hide behind anything, and so we are being held accountable across the board. for example, corporate philanthropy, while being ‘good’, means nothing if the execution of it is poor…
I think this would be a really interesting spin for the PSFK NYC meeting… discussing this reality of transparency and how its changing the way people do business.
we wrote some interesting stuff on it, if you’re interested in hearing more, just click on my name and scroll a few entries back.
January 14th, 2008 at 2:45 pm