This green movement is for real. It certainly can’t be argued that consumers’ green consciousness is growing rapidly. And, for many, the issue is reaching emergency status. It’s no longer about protecting the planet, it’s about saving it.

That growing consumer interest is just one more reason that it’s not so much if you have a green policy for your brand – it’s what that green policy is. But before we declare green the new black – at least as it relates to the bottom line – green isn’t a positioning strategy unless it makes sense for your brand’s story.

Look at Nike. They’re going green. For all the right reasons. But, according to a nice piece in Business Week, they’re keeping it quiet. I guess I don’t covet the Nike+ system due to it’s greenness.

Green is an equity you can own. Just like being durable. Or fast. Or bigger, faster, stronger, smarter. But is it authentic? Is it a point of differentiation or parody? Does it offer another “reason to believe?” Does your category reward it?

It’s not whether your brand should be greener. It should. It’s whether it makes sense to make it a part of your story. And, just like everything else, that depends.

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