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Green or good? What get’s the message across?

Submitted by Andrew Stone on Wednesday, 14 January 2009Comments

I am dusting off this post from October and bringing it back to the top so that it opens up to more discussion.  I have been reading several posts during the last several  weeks that deal with this very topic and I still haven’t received the answer I want, so perhaps I can generate some more comments.  What is the best term to define green since the term “green” is going the way of extinction? I realize that my answer below may be too general, so please tell me what term should replace green.  Maybe, perhaps, the best answer to everyone is to deal with it.  Until making products green is what everyone just does, the term green needs to be shoved in our faces.

I have been giving a lot of thought to the “green” thing these days and I have been trying to decide what would be a better term than “green” Why? Because people are becoming tired of  green and tuning it out when they hear the word. So what can we replace it with that might be better? Is it good, great, or what?

A green built home by Gorilla Design of Salt Lake City.

A green built home by Gorilla Design of Salt Lake City.

I decided that good is the term we I need to use. Why good? Well good conveys a message of quality, a message of something being well built and a message of something just being right. All things that green products are. If you are creating good products, then you are most likely are creating green products.

Can you see it now? Consumers making green good choices the world over. Buying green good homes. Buying green good lightbulbs. Buying green good heating and cooling systems. Manufacturers creating green good products. Consumers stop being satisfied with cheap and poor and moving toward green good and affordable with an environmental payback that provides the least amount of impact to the environment as possible.

So what do you think? Would love to hear some feedback.


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  • youragentsteph
    Hi Andrew, stopping back by to follow the conversation.
  • Thanks Steph. Let's see if anyone chimes in.
  • Frances
    I think you've started a great discussion, Andrew.

    The folks around here are just beginning to have a common understanding of the term "green" so I am reluctant to let it go just yet. What I am doing is combining the terms "green" and "environmentally responsible" when discussing these topics with my customers and clients. That way, they become one and the same in their minds.
  • Rich
    When I hear "good", i keep thinking of good, better, best.
  • Stephanie
    Hi Andrew, the term green is going away for this reason. It's confusing and has been watered down and used in ways that it shouldn't belong. Marketing gurus are saying now to companies that offer green products to get away from that term as quick as possible and show another benefit. Sustainable, High Performing...both are good alternatives.

    The general public is getting tired of hearing green, but not tired of the benefits. 'Good' is an alternative but IMO, it doesn't tell you anything. Why is it good? That is the marketing approach that companies are taking. However I do agree, with using another term.
  • Bill Ladewig
    Green is Good and visa versa. I'm doing may part by offering Green mortgages and they are good. Try an EEM on your next sale.
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