A bit of an aside today, but I wanted to share an interesting piece that appeared in Greentech Media’s CleanTech Investing column last week on the branding of greentech/cleantech/“insert some-new-tech here” investing. According to the author (a principal at Boston-based @Ventures), as greentech has grown in popularity and worked its way into the larger geopolitical discussion, it has become synonymous, in many cases, with the earth-friendly, “let’s all help save the planet” sentiment that makes VCs cringe. VCs, of course, want to make sure their focus on the bottom line is always paramount – no matter the sector – and that an eco-happy perception doesn’t somehow undermine their image in the investment market.
This is interesting because, as marketers ourselves, we make a living by using words and ideas to position companies in the minds of their prospective customers. That the misleading (and to VCs, harmful) connotation now attached to cleantech and greentech may force the creation of a new category is something to keep an eye on. This may be one of the first industries, for now at least, where green buzz is not necessarily a good thing. The first of more? Only time will tell. But for now, ”resource tech” and “natural resource optimization” don’t exactly roll off the tongue, do they?