Can there be a green twist to opening your wallet? Can spending green actually make you feel….well, a bit “greener?”

According to a recently published Forrester study called “Making The Case For Environmentally And Socially Responsible Consumer Products,” buying green is becoming more important even as the economy slows. A survey on purchasing habits was conducted on over 5,400 US adults. Over 65% said they were “concerned about the environment and global warming.”

Now more than ever, companies are promoting green alternatives. Tropicana, in partnership with Cool Earth, is starting a 12- month promotion that enables consumers to preserve 100 square feet of rainforest for every carton of juice they purchase. Apple computer launched a green campaign touting the “highly recyclable” MacBook as the “greenest Macbook ever.” Amazon launched Amazon Green, a conglomeration of environmentally-friendly products to help consumers lead a greener life.

Is environmental marketing here to stay, and (despite the obvious contradiction in terms) can we consume our way to a greener planet? Post your thoughts.

Sure, companies are cutting costs to stay afloat. Yet this approach may be analogous to throwing the oars out of the rowboat. Ask yourself, what happens once you’ve made all your cuts and then the market does a 180˚? How will you outpace your competition? What new ideas can you offer your customers?

For those few gutsy companies who invest in themselves in a down economy, success may very well be ripe for the picking when the economy turns around.

According to Daniel Roth in WIRED Magazine, December 2008, US companies should be doing just that. He writes, “…for the bravest inventors and entrepreneurs, conditions are ideal to pounce on a business opportunity.” It’s “survival of the fittest” and the “law of supply and demand” uniting to present the ideal opportunity for growth and success.
Can recession be the mother of invention?

What are your thoughts?