To the Chinese, Tao means "The Way." A recent Google search for the phrase, "Saving the planet one [whatever] at a time" revealed more than 17 million responses, with everything from saving the planet "one flush at a time" to "one hanger at a time" to "one bag, one shower, one burger, one carpet, one idea..." You get the idea.

Obviously, if you want to get your green message heard, responded to, and acted on, saving the planet one "whatever" at a time is not The Way to do it.

The New York Times reported that consumers have begun to suffer from "green fatigue." It's not hard to understand why when you can buy organic gummy bears and free-range beef jerky nestled between the six-packs and the rolling paper in a convenience store.

For your green message to be heard and translated into sales, you have to make your message relevant not only to the fate of the planet but also to the fate of the people living on it.

The question is, How?

The answers to that marketing dilemma, Grasshopper, are as follows.

1. Spell green with three E's

The first "E" is for ecology, which is obvious because that's where the green market was born. Saving the spotted owl, the rain forest, and the whales are all hugely important. But that is just the tip of the melting iceberg. In today's environment, the green message and movement need to be much more to make a difference on a planetary level.

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ABOUT THE AUTHOR
Irv Weinberg is a principal at Mind Over Markets (www.mindovermarkets.com), a strategic green-marketing communications and business-development company. He blogs at www.greenmarketingblog.com and can be reached at 505-989-4004.
Carolyn Parrs is a principal at Mind Over Markets (www.mindovermarkets.com), a strategic green-marketing communications and business-development company. She blogs at www.greenmarketingblog.com and can be reached at 505-989-4004.