Green is the color of money. And now, it seems, green is the color of marketing.

The number of products, pitches and promotions that make “green” claims are proliferating. You'll find products touting their recyclable qualities, or their ozone-friendly character or their “environmentally friendly” attributes.

In the tourism industry, there's even a growing niche called “eco-tourism” that promotes environmentally friendly trips and journeys.

Being “green” has gained such traction that some derisively now use the term “greenwashing” to refer to a company's attempt to garner environmentally friendly qualities with something that might not be so, well, friendly to all things green.

Just shopping at the supermarket these days can be a confusing exercise in consumerism as the eye meets all sorts of claims about environmentally sensitive products.

It's up to the savvy consumer to determine those products, or services for that matter, that are attempting to make a difference to the environment and those that are just relying on some savvy marketing.

So if you're looking into “green” efforts for your own business — and good for you — make sure the efforts are genuine. Today's consumers — beset with print, online, TV, radio and viral marketing efforts — are beginning to get a bit, well, suspicious.

A survey by some influential branding and marketing agencies shows that “green” is no longer a marginal issue — no longer an issue for the “granola” crowd of the “tree hugging” crowd, according to the survey results. (As a granola-eating consumer, I'd like to take gentle exception to the stereotype.)

The May survey by Landor Associates, Penn, Schoen & Berland Associates, and Cohn & Wolfe, shows consumers are now more aware of — and often seeking — “green” type products and services.

A similar survey taken in 2006 showed less recognition of “green” efforts or a product's “sustainability.” A year later, consumers are far more knowledgeable and willing to buy products or services considered environmentally friendly.

And, as business has quickly noticed, products with green appeal can charge a premium price — and consumers are willing to pay it.

“Consumers,” explains Russ Meyer, a strategy expert with Landor Associates, “have woken up to the environmental consequences of their purchase decisions.” Some are changing their purchasing decisions to ensure “they limit their negative impacts on our environment,” he adds.

Not only are some consumers willing to pay more in many cases for that “green” cachet, but more consumers are also equating better quality with such products. Whole Foods markets, for instance, or Toyota with its hybrid line, or Sub-Zero freezers are, according to these marketing and branding experts, ranked among the “greenest of the green.”

As a result, they're getting accolades from consumers willing to pay more for what they perceive to be better-quality products that won't hurt the environment.

So what about your workplace? Are there opportunities to legitimately “go green”? If so, you might be able to get premium pricing and boost consumers' perception of your goods or services.

But remember, it's got to be legitimate. Consumers increasingly being besieged by claims of green this, and green that are increasingly looking for legitimate green efforts.

As Tom Agan, with Penn, Shoen & Berland Associates, says, “Consumers want and feel the need to exhibit green attitudes and behavior to one degree or another.”

Anthony Cronin - The Day's business editor.

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