As Darren Johnson wrote in his recent article in the UK’s Guardian: “Recessions are not kind to green politics …and awareness.” His argument is that green issues will fade as bold new economic initiatives are put into place.

I think there is something even more important — the need to stop using green buzz words and so-called green marketing copy. Talk of ‘carbon footprints’ and other over-used terms won’t mean much to the average American consumer struggling to pay their phone bills.

The messaging needs to include the stories behind the company and its brand — talk about challenges, successes, hurdles, innovations, progress, and the personalities behind the companies and its products.

To be continued …