Why Are We Here? and Where Are We Going?
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I ran across this article from Media Week today: Green Sites’ Traffic Stats Have Yet to Blossom and couldn’t pass up the opportunity to add my .02
Is greengrechen.com a weed?
In the past year, green-themed Web sites have sprung up like weeds.
I’ve been talking about eco-fashion for years at Grechen’s Closet, so I don’t really consider myself to be among the “weeds” as it were, but I do admit that I did make the strategic decision to jump on the “green” bandwagon with the launch of greengrechen.com. Not only because I wanted to take advantage of the movement, but also because I am INTERESTED and have a lot to say on the topic…as, I suspect, others are in this field.
But…
perceived consumer enthusiasm for the green movement hasn’t translated into major traffic for most publishers in this fledgling space, making some wonder whether the media business overestimated the trend
Huh. They’re still getting a TON of traffic (I wouldn’t be complaining), but I would like to take it a step further to posit that maybe consumers are also, or more, interested in smaller websites in this space - sites where you feel like you’re talking to (and listening to) a friend about issues that are important to you - not where you constantly feel like you are just there to be MARKETED to. Imagine that. The big websites can be good for quick, concise information, but I’d rather have Alternative Consumer, or Ethical Style any day. I can identify with them, not just because I’m a blogger too, but because they write like they care, and in turn, make me care MORE. They inspire me, and make me think. They don’t just see me as another “unique visitor” (although, those are nice too).
This is why I’m here. I KNOW that my visitors respect what I have to say, and appreciate that I bring a very personal perspective to everything I write. There are much bigger sites out there in all the niches I am in (fashion, eco-fashion, and coupon codes), but I still do very well, and that’s because I bring something to my sites that the big guys simply can’t: MYSELF 
At the same time, though, times have changed recently, and
many consumers’ interest in green has shifted this year from, “How can I save the planet?” to “How can I save some cash?”
The beginning of the green movement, especially the eco-chic movement, seemed to be all about spending a lot of money to be “green.” Businesses were simply taking advantage of the fact that Americans are consumers and we like to buy; we solve problems by buying more things. That’s obviously not very sustainable, especially not now with everything so uncertain. I have always said that the best way to be eco-chic is NOT TO BUY, but if you HAVE to buy, buy smart…buy organic cotton, and buy from small, independent designers. Unfortunately, I see this becoming a very big problem for the very independent designers I try to support. It’s no secret that their prices are relatively high, but this is primarily because they produce in limited quantities, buy in smaller quantities, and many times, make each item by hand. I appreciate that, the boutiques that carry these designers appreciate that, and their fans appreciate that, but these prices can be cost-prohibitive for consumers who do want to start buying from independent designers.
I don’t have a good answer or solution for higher prices. My only suggestion is that if you have a clothing/accessory budget, consider buying quality rather than quantity. And of course, consider who you are buying from, including their business practices and materials. DON’T spend all of your budget on 25 items from Forever21 (fast-fashion is definitely NOT eco-friendly), spend it on 5 items from independent designers. If you don’t have a budget for clothes right now, consider swapping with friends, or “shopping’ your closet for things you didn’t even know you had.
Finally, I just couldn’t pass up this gem of a comment…(this is a comment after the article, not part of the article itself)
Far too many of the green sites — especially those targeting women — have just devolved into “shopping journalism” — dumbed-down and all about consuming. The very-light-green “eco-chic” movement has little meaning and quickly gives way to green fatigue. Once again, an important movement becomes all about marketing and consuming, and consumers recognize the inauthenticity in that.
I actually agree with most of that statement, but disagree that the “eco-chic” movement is inauthentic. Some of it is. Some of it is shallow, and meaningless. But many sites/blogs that focus on eco-fashion and greening your closet are filled with useful information on alternative fabrics like Bamboo, Soy & Hemp, where to buy eco-friendly clothing IF you are interested in buying, and come from a genuine desire to push the movement forward. There IS ROOM on the internet for all of us, AND I believe that everything makes a difference. If not, what’s the point of doing anything? We are not naive enough to believe that buying organic clothing from EDUN, or vegan shoes from Stella McCartney ALONE will make a difference in the health of the air we breathe and the water we drink. But everything plays a part, and as part of an eco-friendly lifestyle, the clothes you wear and the bag you carry ARE IMPORTANT.
What do you think? Are you suffering from green fatigue? Do you value the role of big AND small sites? What about prices of organic/eco-friendly clothing? Is that an obstacle for you? Please share your thoughts, I’d love to get a dialog going on this…I’m not writing just to hear myself type
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7 Responses to “Why Are We Here? and Where Are We Going?”
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Fantastic post, Grechen! I totally agree with your assessment and have to say that “green fatigue,” and worse, green-backlash (!) have been on my radar since Fashion Ethic was but a spark of an idea.
I’m all about the Conscious Consumer, so I have to disagree with that last line from the MediaWeek article - “Once again, an important movement becomes all about marketing and consuming, and consumers recognize the inauthenticity in that.”
I think the eco movement is absolutely about marketing and consuming! Being more eco-aware is all about making the ‘right’ choices and being able to locate those choices when you’re ready to buy. I feel very optimistic about where our society of consumers is headed - becoming more educated and thoughtful in our purchase decisions.
I look forward to seeing some good discussion on this topic - and for future GreenGrechen posts that hit at the heart of the issue - well done, as always!
Very well said! I think that readers recognize when a site is simply a marketing ploy and not being authentic. Yes, we all aspire to make money from our blogs. But for me, the bigger picture is promoting the message that buying green isn’t a trend, but a lifestyle.
If people see my blog as nothing more than a shopping blog because I feature green products, then they obviously having been reading it. I tell my readers all the time that they shouldn’t buy just for the sake of buying, since overconsumerism is part of what created the need to “go green” in the first place. But you are absolutely right — I promote quality over quantity and encourage people to use their wallets wisely and buy products that are not only green, but that will last a lifetime — or several.
Thanks for saying what I have been thinking!
I didn’t know what it meant to be green until I started to see the marketing push for it. Without it, it makes it difficult to educate possible consumers who would purchase items. I agree with Jennae that it is a lifestyle and as such, it is one that you have to learn and to see what you are interested in. For me my turn to eco came about when I was introduced to Carilyn Vaile as I love that it is made out of soy. Then I learned about brands that were sustainable. One day, Domino created an issue that was green focused and that’s when I saw that I could not only live that lifestyle but it wasn’t as pricey as I thought. Now I love learning about it and finding sites that present it simply. I love the article and thanks for sharing your thoughts!
Great post and I have to agree with Jennae above, very well said. My biggest problem with the larger sites is that they are only pushing “big box” green products. They are suggesting throwing out the perfectly good products to purchase “new green”. To me, this defeats the purpose of green. Green has been exhausted as a buzz word for marketing. Instead of purchasing entirely all new green products, lets consider “sustainable” for a bit. If your light bulb isn’t out, why not wait until it is before replacing it with a new one. Looking at it in a different light (no pun intended) is what the smaller blogs and sites tend to be doing.
“Huh. They’re still getting a TON of traffic (I wouldn’t be complaining), but I would like to take it a step further to posit that maybe consumers are also, or more, interested in smaller websites in this space - sites where you feel like you’re talking to (and listening to) a friend about issues that are important to you - not where you constantly feel like you are just there to be MARKETED to”
I couldn’t agree more with the statement above. Our approach is different and we connect on a level that they can’t. I support educating consumers on true eco-friendly products as well as organic and sustainable.
great points you guys…i knew this would hit a nerve
it definitely riled me up!!!
@Candice - i totally agree that it’s about making the RIGHT choices; i think that’s what all of us are about - helping our fellow consumers locate eco-friendly products and providing them other resources so they can make an INFORMED decision
@Jennae - you’re so right..being “green” is a lifestyle, and part of what got us into this predicament in the first place was over-consumption. i have to admit that i’ve been guilty of that in the past, but now, i am practicing conscious consumption: i have a 24-hr waiting period on “big” purchases and i buy only what i need
@kimmie - what a great point! i think we are all “preaching to the choir” to a certain extent, but we also reach out to newbies with tons of information to help them make educated choices and make them aware of alternatives that exist out there that they may have had no idea existed
@Gabreial - totally agree that most of the bigger sites push “big box” products, which also in my opinion, defeats the purpose of the green movement in the first place….you have to look at the whole company when considering a product to buy. clorox vs seventh generation?? no contest in my opinion.
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