Without a doubt Green has been an ongoing trend in this and a great number of other countries worldwide for a couple of years now. An increasing media coverage on one hand and advertising on the other brings the subject into the populations consciousness, and it is still growing. It’s only recently that big, internationally operating corporations discovered that becoming more Green can actually create revenue, and, in addition, is very beneficial for their public image. Overall, without doubt a positive development- still, acting responsibly in regard to the environment we all share shouldn’t be driven by economic opportunities only, but by personal interest! In fact, becoming Green should be one of the higher priorities for all of us!
Working in the field of visual communication, and therefore taking part in the creation of interfaces of all sorts in between corporations and the consumer, I do see a big responsibility for our field to contribute our share of work here. Be it by initiating a more responsible mind set within a company, convincing them of the ecological and economical advantages of a more environmentally conscious branding and production, or simply by emphasizing and communicating a company’s already green agenda.
In the case of brands like the hair and skin care company Aveda, green is rooted deeply within the company’s DNA. And this does not necessarily mean introducing brown craft paper to a companies packaging program (even though a perceived sustainability in this case can be helpful to communicate this agenda, since environmentally friendly papers just don’t look or feel like it anymore). Today’s designers and art directors have a great variety of sustainable materials and environmentally friendly production techniques available to them, which in appearance do not at all resemble the granola image they had over the last decades.
For more, here are some resources I find interesting and useful:
WorldChanging is a nonprofit media organization headquartered in Seattle, WA that comprises a global network of independent journalists, designers and thinkers.
EarthPledge partners with businesses, communities and government to accelerate the adoption of sustainable practices.