"Is environmentalism more of an opportunity or threat for marketers?"

A new trend is on the rise in which green is the new black. Predictions and skepticism have the world on edge and are making people think twice, in regards to environmental issues. However, I personally see this as an opportunity for marketers. Throughout history, societies have exploited their resources to such an extent that, migration, famine, social injustices, and war were all likely outcomes. For example: Easter Islanders, Vikings, Russians, and the United States (to name a very few).

If marketers want their companies to thrive, they must change the attitudes and lifestyles of a majority of people. By using internal and external marketing schemes, marketers can help push the "Green Mentality". Companies that want to survive in this ever changing environment must use marketing strategies that promote social and environmental well being. Companies that fail in this area or make false claims (greenwashing) will suffer the consequences, possibly even go out of business.

I recently read a book called Mid-Course Correction by Ray Anderson; he is an entrepreneur in the Carpet industry. Interface, Anderson's company, is revolutionizing not only his own industry but is inspiring others to jump on this "Green-wagon". He stresses how leasing products rather than selling them will dramatically lower waste. He calls attention to a number of important issues but emphasizes that green is the direction in which businesses should go.

What are solutions, other than product leasing, that companies can easily incorporate into their businesses?