The world has accepted the concept of sustainability. That is: the need to be socially conscious, environmentally sensitive and aware. Go green, green recruiting, green design, green buildings, green initiatives, save green, green living, green products…green, green, green. We have been saturated but, I hope, NOT desensitized. Corporations went through branding programs and corporate logos turned green. It is reported that approximately 300,000 green trademarks were filed with the U.S. patent office in 2007. These are all good things. The concept of sustainability is sound, based in logic and implemented with reason.
Last year, advertising and trend watching firm JWT predicted that we will see blue replacing green as the color of environmentalism and social consciousness. They suggest that the “blue is the new green” concept signals a fundamental shift in the environmental movement. I am not sure why it is a color shift…other than maybe a marketing technique. Even the Earth Day Network website has “gone blue.” Are the new environmental concerns focusing on sky and sea – water and air? Are these really new concerns? Water and air quality have been in the foreground of civil and environmental engineering projects for the 20 years I have been involved with our business.
What do you think?
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