Green Companies

Some companies have gone green. Others are dabbling with adding a green hue. Still others don't see the need.

Green has grabbed the spotlight, whether because of environmental regulations on the horizon, competition for stimulus funds, or in response to pressure from vendors or activist shareholders.

To position itself for greater green awareness, Hoffman York has launched its own environmental marketing group: HY-brid.

Founded in Milwaukee, Hoffman York is a communications, marketing, advertising and public relations firm that employs 82 people in Milwaukee and Chicago.

Although some clients don't yet sense any need for a green communications strategy, HY-brid co-directors and agency vice presidents Tim Wirtz and Marlaina Quintana have found other clients on the opposite end of the spectrum: that already were green but didn't know it.

Many large companies have made environmental commitments. But others are finding that reducing energy costs can help lower operating costs.

And more companies are finding demand for green coming from suppliers, vendors, competitors and distributors.

"It's ultimately being driven by the consumer," Quintana said.

But isn't it more important to be green than to shout about how green you are?

For companies that have earned the right - by building a zero-energy building or eliminating the use of fossil fuels - talking up their green attributes can be a competitive advantage.

But one of the challenges for companies going green is coming on too strong and being accused of "greenwashing" - marketing themselves as green when they're not.

"Very few large companies can go out there with a real, true green message," Wirtz said.

HY-brid takes those concerns head-on on its Web site: "Let's be clear here. We're not in business to help anyone greenwash. That's not what we're about. We're here to help organizations recognize the ways they're already green, identify opportunities to be greener and help them gain a competitive advantage by promoting their honest efforts to be environmentally friendly."

Barbara Haig and her partner, Jeff Jackson, formed a small marketing firm two years ago with a sustainability focus. Most of their work is spent on issues linked to sustainability and corporate social responsibility.

"There really are different shades of green," Haig said. "Obviously, more and more people are interested in green and sustainability. Everybody knows that. But to the extent which you can make the connection real and legitimate and not forced - having a reason for it to be green and not just say, 'Hey, we're green!' - the more successful companies are going to be."