Green URLs: The New Norm

Is it just me? Or do you notice “green” pages popping up on companies’ websites everywhere?

Home • Products • Services • Who We Are • The Environment • Contact Us

Everybody, it seems, has a page promoting their environmental commitment these days. It’s hip to be green. It’s cool to be environmental. I like it. Most of these pages sound about the same, but the fact that they exist is, in my mind, a good thing. I don’t even care if it’s just for the publicity as long as what they are saying is true.

Plus, you know what having these green pages creates? Negative differentiation for those who don’t.

I was just visiting the site of a marketing resources provider. On its green pages, it had the following:

  • Discussion of its use of renewable resources
  • Statements of its commitment to clean, renewable energy, including the development of wind power
  • Link to EnerNOC ( Energy Network Operations Center), which manages the company’s Demand Response Program. (The company also took the time to explain that demand response is a voluntary energy curtailment program, also called load shedding, to reduce load on the energy grid.)
  • Lists of key consumables it uses, including paper certified by the Forest Stewardship Council and the Sustainable Forestry Initiative. It even described the environmental benefits of these certifications.

The page wasn’t spectacular. It was fine. In fact, it was the page’s ordinariness that was so appealing. It’s becoming normal and expected to have a page like that. It’s yet another show that “green” has become part of our corporate culture and expectation.

Not a bad change in the corporate environment. Sure beats just giving out Dilbert desk calendars.

What’s on your green page?

Written by Heidi Tolliver-Walker

Heidi Tolliver-Walker has been a commercial and digital printing industry analyst, feature writer, columnist, editor, and author for nearly 20 years. She is known for her meticulous research and no-nonsense perspective. In addition to having written thousands of industry articles for top industry publications, she and Richard Romano have been the face of the well-respected industry research firm The Industry Measure (TrendWatch Graphic Arts) for many years. In her more than 13-year tenure with the firm, she has written countless reports on digital printing, 1:1 (personalized) printing, Web-to-print, personalized URLs, and other hot industry applications. She is also a long-time contributing editor and columnist for Printing News, for which she writes two monthly columns, including "Personal Effects," which features monthly analysis of 1:1 (personalized) printing case studies. She is also the author of three titles for the National Association of Printing Leadership: Designer's Printing Companion, Ink & Color: A Printer's Guide, and Diversifying Via Value-Added Services. As a small, niche publisher (Strong Tower Publishing), she is active in utilizing these technologies in her own business, as well.


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