NBC’s Green Week Sure To Garner Green Attention

Joel Makower takes a grain-of-salt view of NBC’s Green Week today over at his Two Steps Forward blog.

While my first reaction is to file this post under “greenwashing,” I’m willing to give it the benefit of the doubt and a closer look. I can appreciate the perspective that Makower gives in his post. He discloses his connection to NBC yet maintains some distance. “What’s really going on here?” is his main question. While he doesn’t come right out and say it, it appears from his perspective that NBC may be positioning themselves to be best appreciated by those on the inside. And that’s not a bad tactic for a company to take.

Lauren Zalaznick, president of Bravo Media, who is Makower’s main NBC source for the post, is right to believe both that college students entering the workforce will be more likely to be attracted to a major coporation that has its finger on the green pulse and that,

“There’s no one more cynical than a disgruntled group of large conglomerate employees.”

Makower mentions that GE may be looking to spin off its media business and that NBC may be trying to look more appealing to potential buyers, but he doesn’t mention anything about GE’s effort to green their business. As much as I like to discredit any large corporation’s green efforts as greenwashing, I think there’s something here worth taking a closer look at. And hey, if they can get some of their customers who have never considered their environmental footprint to sit up and pay attention, all the better. Makower believes the approach is substantive.

I try to stay away from TV (who has time to watch TV when you’re running a blog?), but I wonder what the execution will look like. I’ll try to catch a few looks, but my guess is that some of this programming may come off as a little to sacharine sweet for most of us who really get the green movement. At first blush, their Green Week Web site looks a little thin and perhaps rushed.

But one thing’s for sure: you’ve got to start somewhere. The real test will be if NBC can maintain their newly minted angle. Makower says it himself,

“What happens after Green Week is over?”

As they say: The proof is in the putting.

Let's Get This Blog Rolling!

I’m excited and proud to get my first post up on MarketGreener. It’s taken a little over a month to get this blog launched, but I’m sad to say that I missed my initial goal of launching on Blog Action Day. So let me take a moment to reflect on their success and what I hope will be an even greater success (of which I plan to play a part in) next year.

For now, here are some stats from this year:

Monday, October 15, 2007
first annual Blog Action Day

number of blogs that participated in Blog Action Day

total environmental posts for the day

number of RSS subscribers who read Blog Action Day posts that day

But as their site declares,

“The real reach of Blog Action Day is far greater than the numbers.”

As I read through some of the top posts for the day, a theme recurs that can’t be denied. We all can and do have an impact on our planet every day. Whether we drive to the corner store rather than ride the bike or recycle that beer bottle instead of throwing it in the trash, we are each faced with impactful yet sometimes seemingly insignificant choices every day. Many of them are simple choices that come down to doing what’s right over what’s just easy. Sometimes they’re harder, more life-changing choices, but what’s clear is that we each have the capability to make the right choice. Sometimes we just need to be shown what’s possible and what its effect can be. And given good information—and sometimes a little pressure—habitual, often uninformed choices can become habitual good choices.

The goal of MarketGreener is to help point out some of the choices that businesses and individuals have when making decisions associated with the way business is conducted and marketed and to help those businesses and individuals make the right choice for their customers, themselves and the planet. You’ll see posts ranging from green marketing tactics to what businesses are doing on a local, regional, national and global scale—both good and bad. (If you’d like to know a little more about MarketGreener, check out the “what is?” page.)

One last thing: this is a conversation. I don’t claim to be an expert in this field, just an enthused observer and reporter. I thrive on your feedback. Let me know what you think about what I have to say and about this blog. After all, one person can have an impact, but impact is only achieved when that person interacts with those around him.