Unless you have lived in a cave, the term “green” has entered your life in some way. From building to products and even into lifestyle, the term green is on the tips of the tongues of the masses. Both consumer and commercial arenas are buzzing about green living so much so that “green” has gone from an attention getting term, to just another ineffective marketing tactic.

Green thoughts are creating green static.

Green thoughts are creating green static.

Don’t get me wrong, Green living is a great move for everyone. Reducing your carbon footprint is never a bad move. I am speaking from the side of marketing and branding; a realm where being “green” could be the difference between landing a contracting job or not.

A few years back, green policies and LEED compliance was something worth talking about. It was a way to get extra attention for a company who was operating in a nearly commodity stricten industry. Now, Green is expected from every company. The green brand has gone generic.

Every company needs to have a sustainable brand; a brand that considers the environment. A GREEN brand. Consumers, commercial or individual, demand this from a company no matter what the industry. From building to design to consumer packaged goods, Green is here and it’s now an expectation, not a brand position.