As part of a LinkedIn discussion group run by the Association of Climate Change Officers, I responded to a question on green marketing that I thought would be worthwhile to copy here as well.

The question from Janet Smith: Is Green Advertising Overload Blocking Successful Value Propositions? She elaborated on her question in her blog.

And here's my response: I believe that green marketing related to product benefits which accrue directly to consumers (e.g. lower energy costs) will continue to be effective, while image-related green marketing will generally become ineffective for most companies. In fact, I think it is likely that we will get to a point where a generally good green image will be table stakes for being in the game. At that point positive differentiation will be very difficult, leaving only negative differentiation for those who stumble or don't get the basics right.