Green Is the New Caveat Emptor
Not too long ago I was reading Colleen Lerro’s article in Dealerscope, "Using Green to Go From Red to Black," a well-written and thoughtful presentation of some polling data done by CEA.
However there were more questions that came from the article then there were answers. Of special concern to me was the final sentence of the article which read, "Going green can bring your business out of the red and into the black." You have to admit, that is quite a statement.
While most retailers and consumers will encourage manufacturers to bring on the “green” products, in truth both are unwilling to pay the inherent cost in providing the greening of these products. I say this not as a slam on retailers or consumers, but as an expression of my own experience and a business reality.