With crude oil topping $100 per barrel, and gasoline reaching $4 per gallon, our thoughts turn to two things: alternative energy and additional drilling. One is definitely "green" and the other is not. This raises the question: is the greening of America a trend or a fad? Is it something that is popular today, but will fade and disappear like pet rocks and disco? Or is it a paradigm shift? This is important to figure out if you want to incorporate eco-friendliness into your marketing and communications planning.

In Raleigh, NC there is a Whole Foods Store that uses rain water (collected in a large cistern visible on the side of the store) for all non-drinking water purposes (flushing toilets, keeping vegetables moist, etc). Many new office buildings have solar panels and energy-efficient windows to save on energy. About seven years ago, I conducted a study among architects and interior designers who decried the disinterest of corporate clients in green buildings because it cost more. Two years later, they couldn't get enough LEED certified professionals to fill the requests for the buildings that are now becoming the norm. Businesspeople realized that spending a little more up front would save them on energy costs for years, paying back the additional investment many times over. That's a trend.

On the other hand, we do not seem to be able to translate that economic equation to our dependence on fossil fuels. Consumers, politicians, and businesspeople have yet to be convinced that an investment in alternative fuels and energy sources--in a significant way--is a worthwhile investment, with more than just a monetary benefit down the road.

As many of you have heard me say, it is never the price, it is always the value. So what is a marketer to do?

• First, determine how consumers or business customers view your product's connection to eco-friendliness. Do they "get" the connection? If not, you may need to explain it.
• Then determine the cost implications--including transportation, product components, and manufacturing processes. Is it a deal-killer? Do people need more time to acclimate to the new reality?
• Test the best ways to communicate these values among your target audience. Several years ago, we did focus groups for an energy generation company and while people espoused interest in "green" energy, they didn't want to pay more for it. What was worse, the communications strategies tested fell flat--they failed the credibility test. 
• Find out what has worked in other categories--like hybrid cars and solar panels--and see how you can leverage those values for your brand.

While this may seem like shameless self-promotion, it is truly a case of investigating the marketplace before embarking on a new product launch, communications campaign, or logo redesign. Pulling the trigger on major changes like these prematurely can be very risky.