Environmentally Safe Or Just Smart Strategic Branding?

The word out on the business streets is that ‘going green’ has become something of a trend. Businesses seem more environmentally conscious in their operations and seem to be appealing to the eco-conscious customers on the one hand, and causing those who are not to notice, on the other hand.

But ‘going green’ has its price, and no one can be really sure if businesses are doing their eco-bits because they are really earth-friendly or because it pads their bank accounts better. Seemingly there is no real contradiction, and such a position could mean win-win for both the business and the environment. However, with stories surfacing of businesses blatantly disregarding the environment they so boastfully proclaim they are protecting it is only the few select businesses that are truly environmentally friendly.

Take the case of “Im Not a Plastic Bag”. Though these bags claim they are the ultimate solution to the horrors plastic bags are creating in the world, they too have fallen claim to be “not so friendly” in their materials, production, and packaging. And though the bags run at costs of $15 and higher to the end consumer, “Im Not a Plastic Bag” bags are still (as this website claims) produced from non-eco-friendly materials, namely derivatives of non-biodegradable plastic, and dyed with non-eco-friendly dyes. Aside from the Fair Trade claims that have been made against “Im Not a Plastic Bag”, the bags are also claimed to be more of a business endeavor than a ‘green’ effort. During their first days of launching, the bags came “wrapped in one clear plastic bag and two Wellcome (Hong Kong supermarket) plastic bags.” This being the case, Green power leaders have dismissed these reusable bags as being nothing more than a sales-gimmick.

Such claims, as well as claims of the use of manufacturing materials and chemicals used to manufacture the bags have all made an impact on the way these businesses are viewed; environment friendly, or just another branding strategy.