We may have reached the point where eco-friendly practices have crossed over from luxury item to business staple

Not too long ago, green companies were the exception, not the rule. Businesses that went out of their way to act responsibly and create sustainable processes existed on the margins - and often existed without margins as well. For a while, that was perfectly fine. Doing the right thing was its own reward, these businesses said, and if down the road their beneficent practices contributed to the bottom line as well, hey, that would be groovy, man.

But green business, and green marketing, are no longer the province of boutique, rarefied, profit-deprived brands. Green is mainstream, and shows up everywhere from the annual report of a consumer-product giant to the image-influencing TV ads of a multinational petrochemical conglomerate. Everyone’s getting in on the act, to the point where some companies have been accused of “greenwashing,” giving their images a bit more of a greenish tint than they necessarily deserve.

But transparency is extremely important: The green consumer has seen a parallel evolution, and no longer fits the tree-hugging, tofu-eating stereotype. Suddenly, the types of consumers who consider themselves environmentally conscious and those who are the prototype of John and Jane Q. Public are looking more and more alike. A higher percentage of your customer base than ever before is seeking social responsibility and ethical business practices from all its preferred brands.

It used to be that consumers who were self-identified as green were willing to pay more for the knowledge that their buying behavior was benefiting the world around them and future generations. But that magnanimous attitude is quickly fading, and being replaced by one of entitlement: consumers increasingly want green products and competitive pricing.

What’s a potentially green marketer to do? Have we officially reached the stage that going green is not only the right thing to do, but also the smart thing to do? Are we still at the point where creating an eco-friendly supply chain is a short-term liability but a long-term asset? Or have we reached the crucial green tipping point where green marketing and green business practices have an unquestionable and measurable effect on a company’s top and bottom lines?

Surveys vary. Pundits disagree.

But the question is this: Do you want to be ahead of the curve - or behind it?