Is Green the old Black? - A blog by Nathan Schock

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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.
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The 3BL Media blog roll is a select list of the most influential, respected, and authoritative voices in corporate social responsibility. Compiled from the 3BL Media staff’s extensive contacts with longtime CSR commentators, these bloggers offer relevant news, opinions, and ideas about all things CSR in one convenient place.     

Thursday, May 13, 2010 - 12:52pm


One of the biggest networks of green blogs is dropping the word "green" from its name. Green Options Media, the former home of SustainablogGas 2.0 and Cleantechnica, and current home to ten blogs, has been renamed Important Media. Now, 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."

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