Adam Smith himself said that self serving motivations are what drive forward the wealth of nations. Marx did not take head and so helped create much misery in the last century that continues to this day.

My point is that in a capitalist system it is self interest that drives the machine. Through this reliable engine we have created more wealth and well being than has ever existed in history, and could achieve even more.

You have the potential to live a pretty long life. Your child will probably not die of some disease before age 3. You have a roof over your head, comforts, and enough to eat. Of course, you take all this riches for granted when you enter a store (especially a grocery store) because you are used to it. Just another day.

Even the poor in America, for example, are rich by historical standards. The problem is not really not enough food but perhaps too much. A television, extra set of clothes, a microwave oven, etc., are taken for granted for all but the indigent.

My point is that motivations matter less than results in our system and that is what has drives it. The hotel probably does induce people to conserve a bit of energy (washing and so on) and thus saves money. The HVAC probably does sell more energy efficient systems.

If it is pure green washing and does *no* good then it is a bad thing. If the reliable engine of self-interest helps solve these massive environmental and energy problems we have (not the least of which is reliance on oil from hostile countries), then great.

Self-interest alone won't do it. Partnership with government and organizatons will be necessary, too, but self-interest will figure large in the equation. Maybe now we are sort of in the baby step stage and it sort of can seem ridiculous at times. There is no denying that when one wants to use an extra towel.

Paul, the public isn't totally dumb, and people will see, in most cases, beyond the green window dressing if that's all it really is. And in these days of consumer activism and blogs and YouTube, companies who are disingenuous about their green marketing efforts will be called out publicly.

I wrote about it a few weeks ago at http://reichcomm.typepad.com/my_weblog/2007/11/the-color-green.html

@ Neil - Yah, I hear what you're saying... And you can complain if in reality it *is* doing a bit of good... But I think *that* is the part that bothers me the most. The moral of my story is that we marketers need to be ethical in how we personally represent these things.

David - Dang it... I was trying to work Kermit's song into my post... But couldn't get there.

Your post is great. Thanks for the conversation.

Who cares if the hotel makes a little extra money while also helping save water and electricity? Isn't it the right of businesses to make money? In fact, isn't that the goal?

I was reading Clinton's book last night, "Giving", and he cites many companies that have been able to add green efficiencies and social responsibilities to their businesses, and save money in the process -- therefore making more profit. I say hurray!

Every little bit we can do helps, even if we can't (or won't) do everything possible. I recycle glass, plastic, newspapers and cardboard but not office paper. I also love a long hot shower or bath. Am I mitigating my other efforts? I don't think so.

In my mind, the real problem with the hotels' towel program is when you hang up your towel to use again and they replace it anyway!

Paul,

I agree that honesty should be practiced in everything we do. On the other hand, Neil is correct about self-motivation and results and Jenny makes the correct point about profit.

All that said, I think you and I are on the same page. Why can't businesses be honest about achieving two good things: helping reduce carbon emissions and costs?

I know what you mean, and it can be very frustrating. However, small steps are necessary for people to believe we can make changes in our everyday lives that will make a positive impact. I struggle with it in my own life, but I try to do what I can, when I can to help the bigger cause.

I actually started a site and blog about environmental issues at www.enduringearth.com. Check it out if you have a moment.

I believe that regardless of the motivation behind some promotions, films, etc., if the end result is that people use less resources or play a bigger part in being good stewards of the earth, then so be it. In the end, if we as a species wake up and treat the planet with more respect, who cares if a few people profit in the process.

My $.02

"Hey, we printed this sticker with green colored ink, that's something"

That was smarmy. I might have checked out immediately after reading that and found another hotel. :-)

Paul -
I remember seeing this for the first time in a really nice hotel and thinking - what an excuse to make a buck! While not every hotel falls into this bucket, it does make you wonder.

Here's something to look forward to in the future: Don't be surprised or concerned when marketing companies tell hotel exec's that they should ask guests to use someone else's towels to save the earth.

I'm sure you've have heard that some good hotlels are having problems with lice in recent years. They sure don't clean the rooms the way they use tooooooooooooo! Wonder if they are saving on cleaning materials to save the earth?

I'm for sincerity and if I found out that a company was full of #@&*, I'd show them my concerns by going to the competition.

I agree increasing profits is the heart of business and self interest motivates this more than anything else. I don’t think there is anything fundamentally wrong with it. I myself am in business to make money just like everyone else. However, I do think saving by using any philanthropic cause to do so is tacky.

If the hotel was truly interested in saving the earth, the savings should be used to support other environmental or green efforts. If not, those profits are going to fat cats who are getting fatter and buying bigger cars, bigger mansions and God knows what else. Taking that into account… theoretically, the savings (otherwise known as profit to the owners), could actually be hurting the earth more than it helps. And for those thinking the hotel may be donating the savings, forget about it. If they were, you can bet your green grass the opportunity to pat themselves on the back for it would be written in green ink!

Green is the new e-. It's the new X-treme.

Hyperbole and bad science notwithstanding, there's nothing wrong with a business not wanting to throw away money. Washing unused towels endlessly has an energy (and cost) impact to a hotel, particularly when viewed againsgt 400 rooms times a thousand locations nation-wide. So let's see it from their viewpoint for a moment.

The green thing will become mainstream as soon as pv cells produce energy as cheap as alternatives and we figure out a way to power transportation in a cheaper and cleaner way than good old gasoline. In the mean time, the consumer will choose (usually the cheapest method, too).

I'm sorry for confusion... that "sticker" is my homemade read-between-the-lines version. It's not legit. If I *had* seen something like that for real, you bet I would have found myself another place to stay...

@Angela - Yah! You bet YOUR green grass!

@ Brandon - Best of luck on your Enduring Earth site. You've got some worthwhile thoughts posted. Best of luck!

Thanks for reading the DailyFix and for the discussion!

1. Businesses have the right to make money.
2. Anything business does to help reverse global warming is good.
3. People are not stupid and understand when a company is not being sincere.
4. People have the last word by voting with their dollars.

Smart marketing dictates a company be honest and intelligence with their messaging. For instance on that card the hotel printed they could have included 10 ways the hotel is working to better the environment. On the other side, it could make 10 suggestions of how the guest can contribute positively to reversing global warming. Reusing towels and sheets could be one of the 10 ways the hotel is helping. The hotel gets what they want and actually does something to contribute. In addition, they put forth a better message and image.

"Your thoughts? Reactions?"

I said awhile ago that our best chance at reducing energy consumption is when it coincides with the goals of the business. Companies won't be intentionally wasteful with their money.

This example seems to reflect that.

I think what Paul is getting at is the disingenuousness of the hotel. Instead of making real concrete changes toward becoming more energy-efficient (which are much more expensive), the hotel makes a cosmetic change (we use less towels) and wraps it in a gold (or green) bow.

There is some truth to that. But I've always been a big believer in modeling behavior as a way of creating change. Model the behavior, and others will follow. The hotel may be wrapping itself in the Eco-friendly flag, but at least it's making the attempt. The reason it's even doing so is because others modeled the behavior and businesses will do everything to meet their customer's expectations (especially in the hospitality sector).

Eventually, when we begin to model the behavior that real environmental change is not just good marketing but a fundamental way of doing business, we'll begin to see real change across the board. They won't have a postcard big enough to print all that they are doing to be eco-friendly.

Okay, Paul, you scared me with that sticker a bit.

I thought you might have stayed at a smarmy place that is above washing the sheets and so on. :-)

It seems a shame that anyone needs to be reminded resources are limited. Water is not one of those resources but the manner that we are supplied with it is limited. So by all means conserve our resources. This can't extend to items like salt,sugar, cream or such things. Why you ask? Because there is a danger, there was a day that we didn't have to worry about loose items being spiked, but in this day it would be foolish to think these perishable items could be safe left in a bowl on the table with no safe guards.

Kevin

I'm checking into the hotel next door to Paul. I saw this same type of table sign at a hotel recently and had the exact same reaction. And it turned me off to the hotel. I knew they were insincere and immediately wondered where else they were insincere. It created doubt in their integrity perception. If they had put on the sign, "And here is what else we are doing to be good earth citizens. . . " and, of course, backed it up by action, it would have swung me 180 in the other direction--I'm with Paul on this. Their green marketing has little to do with a right to make a profit and all to do with their sincerity. Good, humorous post, Paul.

Yes, any such signs must pass the smarmy test or go immediately and check out. :-)

30 years ago, Exxon ran a bunch of TV commercials showing how their offshore oil platforms provided a lace for fish to breed and feed. However, they were at least honest enough -- unlike your hotel managers -- to point out that they made a profit on the oil they pumped out.

At least they are taking notice of the 'green issues' faced by the world. Ten years ago when the damage was being done these large organisations and hotels paid people to keep quiet about the issue. Life is all about money to these corporate rats but when all is said and done we all suffer!

Great post, Paul. I just stumpled upon this, and I completely agree that we're at a turning point with regard to green marketing by companies. This marketing may not be ethical, but it's certainly not very effective and becoming less so by the day. There's no way to differentiate yourself if every single company is running ads with environmental messaging.

The shame with hotels is that some chains are actually doing more than just reuse sheets and linens, but they haven't found a way to communicate their efforts effectively to customers. They revert to the lowest common denominator of the table tent in the bathroom.

In fact, I just posted a comparison of Marriott and Hilton's environmental initiatives my blog at: http://www.simplegreenchoices.com/2007/12/21/hilton-or-marriott/.

Happy Holidays!

-Tom

@ Tom - Thanks for your comments. I followed the link to your site and found your review of Hilton & Marriott interesting! Thank you!

Thanks for the link, Tom.

I am glad that Marriot is the winner as I am a "frequent guest" or whatever and have almost won a free stay. :-)

I like Marriot because they have a number of brands, from mid-Market to up-Market. You have some choices but generally all good quality.

Although the hotels may not care you can still do your bit by reusing the towels and ultimately its a win win sitution