It's not cheesy being green

Gone are the days when environmental promotions consisted of a serious message paired with a side of guilt. No longer merely endorsed by the granola-crunchers of the world, the idea of “going green” is today downright cool.

Pro-environment agencies, for instance, have revamped their advertising campaigns to fit with a more laid back image. 1% for the Planet’s new ads capture the public’s attention with large-font all-caps statements which go against everything such a company would defend. “If the dolphins are so smart, they would start a small business and save themselves?”, reads one of their many ironic advertisements. By flipping around the typical “this is why you should care” statement, the campaign sends a perhaps even stronger message of “this is how ignorant it is not to care.” All this without losing its light-hearted touch.

Another company which makes it fun to be green is Ben & Jerry’s, built from the get-go on principles of environmental sustainability. The company that brought you ice cream flavors like “Phish Food” and “Chunky Munky”, brings the same attitude to “Lick Global Warming”. This new campaign involves a partnership with Dave Matthews Band and SaveOurEnvironment.org, and integrates the logo on their packaging with a website including games, facts & figures, and most importantly – information on what you can do to help the environment.

Green also plays its part in the beauty product market – as many would pay a premium for the knowledge that they are treating their planet and their skin as they apply body lotion made only of the purest ingredients. The Body Shop, a chic English beauty firm, prioritizes social responsibility and feeds off its powerful brand, characterized as high quality and eco-friendly, to give to the many environmental organizations it supports.

Laid back and fun, but also swanky? “Green” now seems to represent a multi-faceted image, a range of attributes applicable to differing concepts of "cool". And considering the large-scale human initiative necessary to make a significant positive impact on our planet, having the Green Concept relate to a variety of aspirations for a variety of people is a powerful idea.