Green is today’s gold. At least in American marketing circles. Every company touts its carbon-neutral
goals, its green-friendly products and services and its commitment to protect the environment for future generations.

And, surveys will come along to support such thinking. CNN just released one taken of recent college graduates who overwhelmingly said they’d prefer working for a green-friendly company. Duh. Who’s going to say they’d like to work for some manufacturer purposely poisoning our air, land and water?

Yet, at the same time, one wonders how long the green hype will continue? For example, another survey just released by Nielsen showed that American shoppers couldn’t care less about patronizing grocery stores that provide ‘recyclable bags and packaging. Much more important were ‘good value,’ ‘better selection of high quality brands and products’ and, get this, ‘easy parking.’ Ouch. Talk about priorities.

And, then there’s Africa. Having just visited several countries on the ‘dark continent,’ I can confirm that green/sustainability efforts are non-existent. Cars and factories spew all sorts of toxic gases into the sky, and forests, grasslands and other natural resources continue to be trampled down and abused at will.

Last, but not least, there’s the looming recession. Going green is a ‘smart, socially-conscious’ business move when the economy’s booming. One wonders, though, how many CEOs will stay the course when their boards and shareholders squeeze them even harder for improved quarterly profits.

So, color me ‘yellow’ for cautious when it comes to green’s long-term future. It’s a great idea but one, I’m afraid, that will take a back seat as more pressing realities come to the forefront.