I’m realizing I set really high expectations for green companies. In fact, possibly higher standards than I set for more traditional companies. The realization came for me last week when I received an order through the mail from a green company.
I’ve followed and admired this company for quite some time, but never purchased their products. I like their products – all recycled, sustainable, fair trade, etc. I like their marketing – both authentic and fun. Everything I had see to date drew me to the brand. So, last week, I received my first order via the USPS. When I opened the box, my heart sank. The box was full of packing peanuts – yep, the annoying styrofoam kind. Had this been from a non-green company, I wouldn’t have thought twice. I would have been annoyed with my newfound recycling issue, but I wouldn’t have been surprised. However, this was a GREEN company and I found myself VERY annoyed.
What was I going to do with those stupid peanuts. My community recycling doesn’t take them and I really don’t like the idea of throwing them in the trash. Their packaging decision had now become a problem for me and I didn’t like that. I think part of what bothered me is that there are so many other options that they could have used that would have been a greener choice. They could have used shredded office paper, recycled newspaper, real popcorn, real peanuts, etc. – any of these choices would have reinforced that they were a brand that was focused on protecting the environment. That is what I expected from them. Unfortunately, they disappointed me.
At that moment, I was reminded that every move a company makes has the opportunity to either reinforce or detract from what they say they believe in. For a green company, everything needs to reinforce that you believe in a better, more sustainable future. The packing peanuts – as simple a choice as they were – made me question the fundamental values of this company. Do they really believe in sustainability? Are they trying to make a difference or just trying to capitalize on the desire for green products?
In the end, I do think this company is trying to do the right thing. However, their move should be a lesson to green companies out there. Just having a green product or service is not enough. You have to walk the talk in all that you do. Striving for the greenest decisions you can make. Even the little things matter. We, as consumers, are watching and we will notice when you act in a way that does not “fit” who you say you are.