Doing Green Right! The Hybrid Grinch Speaks...
Initially, this blog was simply going to be a rant about all things Green, and how annoyed I was with all the "Green" marketing (there's still some of that). Look, I'm not pro-noxious gases in the air, I don't drive a gas guzzler, and I even have two trash cans in my kitchen—one for recyclables and the other for everything else. But after a rowdy discussion with my friend Monica (who is a tree hugger), I thought, maybe there's a fine line between those companies taking genuine steps toward improving the environment and those companies simply tripping over themselves to jump on the bandwagon of the "Green" marketing machine (like 30% of Red Sox Nation with their brand new hat—and don't tell me your favorite player is Jacoby Ellsbury, show me Fred Lynn, Yaz or Dewey).
First, let's look at the wrong way to do "Green." These are the companies lavishly marketing "Green" on their packaging, promoting it right next to the fact that the product is 100% trans-fat free (even though it never had trans fats to begin with; also, see the "antibacterial" craze of the late '90s marketing message not medical miracle. Lesson learned? Just wash your hands). I can't tell you how many arguments I've had with my mother-in-law over "organic" food. There are studies that will both promote and refute the impact of organics, but she refuses to acknowledge the other side. She's simply sucked in by the marketing message—if it's organic, it must be better. Forget reasonable arguments. Fish, meet shiny metal object.
Just look at NBC. This week, they're promoting their "Green is Universal" week with "Green Themed Programming." So what do they do? They have Bob Costas broadcasting their NFL game by candlelight. Are they trying to save energy or conduct a séance? Don't worry NBC, nothing hokey about that (I'm not alone on that opinion). And, by the way, what is the station doing during the other 51 weeks of the year?
And what about the eSurance commercial that tells us that we can cut our carbon emissions in half by carpooling? Ok, Erin Esurance is by far the hottest cartoon on TV (the pink hair makes her even hotter), but I don't think she needed consult her company's actuarial tables to figure that one out!
Even the Peanut Butter and Jelly lobbyists are going Green. I'm going to be sick.
What about a good example? Look at the auto industry. First, unlike the examples above, the auto industry has been on the Green bandwagon for years. And the industry has made legitimate progress (Do you remember the car you were driving in the 70's? Seriously, 9 miles to the gallon?). But here's the rub. I don't mind paying an extra 50 cents for organic milk so my daughter won't grow facial hair when she's 10, but a $5,000 premium to get a 42-mpg car that really turns out to be more like 35-mpg, and is basically awash on highway driving? What about the supposed tax credit? Yeah, you better make sure that it's still available on the car you're considering. And if you're thinking you're going to recoup your investment long term, think again!
But there are people. such as my friend Monica, who are willing to pay the premium because they genuinely believes it's the right thing to do. I appreciate that. But during our discussion, Monica made the fatal argument, "And if everyone was driving a hybrid car..." OK, slippery slope alert. The free market will dictate what is and isn't successful—and when auto companies find the optimal leverage point between new "Green" technologies at a reasonable premium in cars people want to drive (thank you GM) that truly benefit the consumer and the environment, the marketplace will buy. Simply put, there's just not enough value for the average consumer to make the leap. Give me MUCH better gas mileage. Give me a MUCH better price.
Kermit tells us that it's not easy being Green. But some companies want to make you think it IS easy. Thanks to the auto industry for taking a leadership role—I hope to jump on that bandwagon someday. It's just going to take a little more convincing before I'm driving or recommending a hybrid car.
