We’ve come across a few articles recently that have discussed the appeal, or not, of branding a company as ‘green’. Is it helpful? Is it too general? This BusinessGreen blog entry, Is your business enlightened? has some very interesting points to make about that.
‘Green’ has connotations of beards and sandals (then again, so does IT – we’re doomed) and niche appeal. Given that energy-efficiency is an issue none of us can afford to ignore this is plainly an unhelpful image, but if we don’t promote our green credentials, how is anyone served? The article above talks about more specific descriptions rather than just green and this may be the way to go, but perhaps only for those in the know. The average Joe knows what’s meant by ‘green’, so perhaps for now we just have to ‘green and bear it’?