Is Green the old Black? - A blog by Nathan Schock
Nathan Schock's personal blog, Greenway Communique, is the primary hub for communicating sustainability and bringing people together who do the same.
One of the biggest networks of green blogs is dropping the word "green" from its name. Green Options Media, the former home of Sustainablog, Gas 2.0 and Cleantechnica, and current home to ten blogs, has been renamed Important Media. Now, GreenOptions.com is a full fledged community, running on Huddler’s innovative forum/wiki/product platform.
I recently spoke with David Anderson, the founder and publisher of Important Media about what was behind the change and what we can expect from them in the future. And the reason for the rebrand was interesting.
Anderson saw the word 'green' as a limiting factor on their ability to reach their target audience. "If you're trying to reach people who like cars, it's easier to talk about the cars of the future rather than trying to convert them to be interested in green cars," Anderson said. "You don’t have to fight as hard to overcome people’s previous misconceptions with the word green."
But it wasn't just about the current audience. "We also felt that having the word 'green' in our name was a limitation if you want to expand the topics you are talking about," Anderson said. "This is a way for us to start talking about topics beyond just environmentalism. Things like social justice."
