Green: A fad, a trend, or a new way of life?

Smiley faces like these were a fad in the 1960’s. Photo by Aleksandra P

So I was taking a break from my eco hotel duties the other day and was flipping through cyber-space when I ran across this old article from 2007. In it, an analyst was cited predicting that the green trend was nothing more than a passing fad.

“The consumer is consumed with other things, and very rarely have they ever endorsed and embraced the green endeavors,” he said, apparently with a straight face. “It’s basically a card that a lot of people played while it was hot and trendy. And it got overplayed.”

Hot and trendy? Overplayed? Could the guy have been more wrong?

Generally speaking, the difference between a fad and a trend is time. A fad is fleeting, like pet rocks, smiley faces, parachute pants or leg warmers. It comes and goes relatively quickly (and usually, it’s a relief to see them go!) A trend, on the other hand, has staying power. A trend may start life as a fad, but somehow it manages to take hold and stick around. Think shabby chic home décor, or body art.

I believe that environmentalism goes beyond fad or trend. I think it is becoming a new way of life. And to live that new lifestyle, people are consuming accordingly.

Study after study has shown that offering environmentally sensitive options is a major selling point for consumers across every sector, including hospitality. Today’s consumer is more aware of and cares more about environmental issues than ever before… it’s now a proven fact.

And that awareness and concern impacts the purchasing choices all these consumers make, whether they’re purchasing appliances, cars, electronics, food – or a hotel room.

A study conducted by the National Marketing Institute shows that consumer awareness of the environmental impact of their choices went up significantly between 2004 and 2008. For example, 40% of consumers now say that they recognize the impact their appliances have on the environment. That’s up 12% from 2004. Around 43% understand the impact of their electricity usage on the environment (up 7%) and 41% comprehend the effect of their vehicle.

The study’s conclusion was that manufacturers, retailers and service providers should increase their green offerings even more, because the demand for innovative, sustainable alternatives is definitely out there, and it’s growing.

So the next time someone tells you that green is just a fad, or that it’s not worth the time it takes for your eco hotel to pursue or expand its green initiative, show them all the evidence to the contrary.

Then, squeeze into some bell bottoms, set out a few bean bag chairs, a fondue pot and a lava lamp, spin a few 45’s on the hi-fi and invite them over for a friendly game of Twister.

Maybe then they’ll be able to see the difference between a fad and a lifestyle!

For more information visit: www.EcoGreenHotel.com