Going Green? Plant Deep Roots
COLUMBUS, Ohio (AdAge.com) -- The greening of business is a good thing: It improves the chance of bequeathing an inhabitable world to future generations; provides myriad revenue opportunities; and offers a powerful way to connect with consumers developing a strong environmental conscience. It's only natural then, that green already has become the marketing platform of choice for thousands of companies, among them General Electric, Wal-Mart, BP, S.C. Johnson, Honda and DuPont. Yet going green is a perilous business, especially for those whose actions aren't as substantive as their ads.