The entire world seems to be turning green. While some big shot oil companies and other modern moguls drain the life-force from our already bleeding planet, green entrepreneurship is being established as an honorable and efficient business model. There is just something more settling about a business whose goal is to help, rather than one whose ultimate goal is to become wealthy. This environment-friendly brand of business resonates with customers and lets them know that someone out there actually cares.

Green power marketing, among other things, offers utilities and power marketers a way to differentiate their numerous products. To date, utility experience with green pricing has been quite mixed. While some programs have met their goals rather easily, others have been unable to educe significant customer response, and have even encountered resistance from environmental and consumer groups. The common thought is that even though the marketing is “green”, it’s an unfair practice that wishes to take advantage of our planet and its many residents.

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