The green movement has become big business with even greener profits at stake.
As more and more consumers take increasing ownership in the green movement, the burden of proof now lies with manufacturers, corporations, and governments to show results.
This presents a huge opportunity for corporate "prophets" to set the pace and make an impact. For years, consumers everywhere have been sorting their trash and turning lights off, but clearly that's not enough. Global companies need to define more value and incentive for consumers and taxpayers alike in order to fully embrace the reality of the new "Green 2.0" economy.
There is good PR that comes in such endeavors - Green 2.0 initiatives are playing well with news media, like these recent examples:
Hundreds of naked people braving the cold on the Aletsch Glacier in the Swiss Alps to highlight the impact of climate change.
Rock band Maroon 5 donating $1 from each ticket sold for its fall tour to Global Cool, an energy conservation organization.
Merchants promoting green products to the growing eco-conscious student movement, while also charging a premium for those school supplies.
Demand for green stories and news hooks far outweighs the supply. Since we started supplying green content from Fortune 500 companies to journalists, we've provided more than 4,500 video clips for use on broadcasts and online to more than 200 media outlets worldwide in more than 50 countries. Journalists continue to hunt for credible examples of green initiatives in motion, i.e., ideas and stories on environmentally friendly companies, products, lifestyles, and government that can help advance the cause or help bring an issue to light.
In Green 2.0, companies have begun to really step up to the plate. Toyota clearly provoked a strong sales incentive for fuel economy with its Prius hybrid, which, as of June, had sold nearly 100,000 units this year so far. Google announced in June that it will reduce its environmental footprint and power its plug-ins with clean solar electricity via solar panel installations at its Mountain View, CA, headquarters. The Google project is the largest solar installation to date on any corporate campus in the US and one of the largest on any corporate site in the world.
These are only a handful of examples from around the world of rallying for a common cause.
In this global economy, clearly more needs to be done - and those stories must be told. And yet, most organizations are failing miserably in communicating the impact of their initiatives - despite the unprecedented appetite from consumers, bloggers, and the media.
Almost every major global brand or institution is being forced to look hard at what its contribution to the green cause can be. For all this to translate across the masses, it's time the stories got told.
Shoba Purushothaman is the CEO and cofounder of The NewsMarket.