Earth Day: It may not be easy being green, but it's profitable

Earth Day (April 22) has morphed from environmental to political to now -- supremely commercial. Being green makes green. Doubt it? Take a look at Advertising Age magazine, which came out with a story today carrying the headline: "Is Earth Day the New Christmas?" What do you think?

Personally, I look for companies to back up their green promotions with year-round action. If it's just a gimmick to attract those of us who are trying to do the right thing for future generations, well that's just a white sale; it's not a philosophy. I like to do business with companies that have more significance to their mission statements than just "Make Profit. Repeat."

Everybody's jumping in on this. Locally, Imax at River Park even in on it with a movie called "Deep Sea 3D." See Donald Munro's story about it by clicking here. Here are some of the examples given by the magazine:

* Newsweek subscribers can fashion the cover of the April 14 issue into an envelope to send plastic bags to Target in return for a reusable tote bag.

* At Banana Republic, 1% of sales from April 22 through April 27 benefit the Trust for Public Land.

* Macy's has a "Turn Over A New Leaf" campaign by making a $5 donation to the National Park Foundation. In exchange, customers receive 10% or 20% off most merchandise the weekend of April 26.

* Then there's Toys 'R' Us' launch of "enviro-friendly playthings."

Now, I also sometimes subscribe to the "Seize the [Earth] Day" school of business. With that in mind, it seems like this could be a good opportunity for groups like the San Joaquin River Parkway Trust, Tree Fresno, the zoo and other community groups to partner up with businesses for some fund-raising.