Screw Green, Go Responsible

Trust fund hippies and suburban hipsters rejoiced this week as Pepsi Co. revealed its groundbreaking sustainable bottle. Only these two demographics praised the move because they are the only ones left who still buy green marketing.

The AP reported, “The bottle is made from switch grass, pine bark, corn husks and other materials. Ultimately, Pepsi plans to also use orange peels, oat hulls, potato scraps and other leftovers from its food business. This should be a big deal since the technology could be applied to many products that rely on oil-based plastics. But the motives annoy me and green has sullied the name of good.

Pepsi only created this bottle to one-up Coca-Cola. The motives are why most of the public has ignored this news. We’ve even grown wise to Greenwashing.

Green marketing officially went gray when Deepwater Horizon destroyed part of the Gulf of Mexico. Before the crisis, BP touted their green capabilities and their sustainable goals. We trusted BP and the like for years, but as rocks were overturned and white lies exposed, green lost its value.

So what should we make of green marketing? Sustainability as a model for profit is no longer a viable option. It’s passé. What consumers really want are responsible companies. By being responsible, you are inherently sustainable, and the consumer digs that. They don’t dig pop/soda wars with Coke for a bigger piece of the pie. And they certainly don’t dig green marketing.

What do you think? Is responsibility the new sustainability? What companies are responsible? What companies are sustainable?

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