Recently, I’ve been asked to address the concept of “green” PR a number of times. Not that this is unusual–after all, I’ve covered “green” in PR News many times. However, a recent request to come up with green-related questions for a panel on corporate responsibility got me thinking: Why the obsession with “green” when it does nothing to address bigger CR issues? Green implies all things environmental, but what about fair labor practices, human rights issues, etc.? Green is something that Hollywood glitterati can wrap their arms around, making (fashion) statements with their hybrid vehicles and their eco-friendly bags. But this doesn’t have the longevity of a real, world-changing movement towards good business. Even I am old enough to remember the last green movement, which, as we all know, faded into oblivion as quickly as scrunchies and spandex.
If you accept this argument as sound, what is the best label for “good” business practices? Sustainability? Corporate citizenship? Corporate responsibility? What will give initiatives the best chance of enduring time, rather than just languishing as a momentary trends?
I don’t have the answer, but I thought I’d pose the question …
By Courtney Barnes