Google recently was ranked highest on Greenpeace’s annual Cool IT Leaderboard. And that truly is cool. Too many of us give technology a free pass when it comes to sustainability. It’s great to see that some very powerful companies are making clean energy a priority.
Marketing, like IT, needs to make a conscious effort to get ahead of the sustainability issue. Our impact on the environment isn’t obvious, the same way it is in the manufacturing industry, industrial farming, mining, construction, transportation or any of a dozen other businesses. But what we do, especially in the aggregate, is a driver of consumption. And we consume resources just in the day-to-day plying of our trade.
I’d love to see a similar challenge in the field of marketing and advertising. It would be tough. But that’s what makes a challenge worthwhile.