Not long ago the expression "It's all about the green" meant something very different than it does today. With green being the cover story this week for both The New York Times Magazine and Vanity Fair, sustainability has reached a cultural tipping point.
What's this mean to you and your brand? Well, that's a good question. To provide a bit more context check out Thomas Friedman's article in the New York Times Magazine, entitled The Power of Green. I really like Friedman's notion of Geo-Green.
Here's more :
In the world of ideas, to name something is to own it. If you can name an issue, you can own the issue. One thing that always struck me about the term “green” was the degree to which, for so many years, it was defined by its opponents — by the people who wanted to disparage it. And they defined it as “liberal,” “tree-hugging,” “sissy,” “girlie-man,” “unpatriotic,” “vaguely French.”
Well, I want to rename “green.” I want to rename it geostrategic, geoeconomic, capitalistic and patriotic. I want to do that because I think that living, working, designing, manufacturing and projecting America in a green way can be the basis of a new unifying political movement for the 21st century. A redefined, broader and more muscular green ideology is not meant to trump the traditional Republican and Democratic agendas but rather to bridge them when it comes to addressing the three major issues facing every American today: jobs, temperature and terrorism.
Are you ready?