Green Marketing guru (and PSFK Conference Panelist) John Grant looks at whether Green could be a passing fad.

Green Marketing guru (and PSFK Conference Panelist) John Grant looks at whether Green could be a passing fad.

Green is very ‘in’. You can hardly pick up a fashion magazine, visit a supermarket, watch a car or travel programme, open the business pages without finding it in there. Many corporations are described as ‘jumping on the bandwagon’; GE, HSBC, M&S, Toyota, AOL, NewsCorp. And smaller greener businesses such as Howies, Able & Cole, People Tree, Treehugger and Yeo Valley are booming. People are talking about a tipping point in public awareness. Yet there is also a darker side to this new found fashionability; what if it is just a fad? What if green is ‘in’ this year and out the next? It happened before in the early 1990s. Can such hype be sustained?

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