The Most Popular Brand of 2007…And I’m not Talking About Apple

The Macarena, Tickle-Me Elmo and the Spice Girls in the ’90s. SUVs, the Adkins diet, and Crocs in the ‘00s. Pop culture is always exciting, and Americans like to be hip. Each year, we buy brand-name fashionable clothes, new cars, and the hottest cell phones in an attempt to show that we’re always up on what’s in style.

Let’s face it, much of what’s “in style” is determined by what we see in the media—or by what we see in Hollywood. Recently, our favorite celebrities have become extremely environmentally friendly. They’ve gone green, so to speak, and turned being “green” into a brand of its own that has become the high-class trend of the year.

Americans love their trends: what could be better than a fashionable movement that’s good for the environment?  Wikipedia calls it “Popular Environmentalism.” In other words, it’s hip to be eco-friendly. Whether we realize it or not, “Brand” Green (a term I coined for my personal blogging purposes) is the brand of the summer, and Brand Green products are being popularized and advertised by our favorite actresses and musicians like never before.

Just a few examples: Cameron Diaz cruises Rodeo Drive in her Toyota Prius, Reese Witherspoon puts her groceries in a Hindmarch designer cloth bag, and Brad Pitt recently formed a partnership with Global Green USA to help finance environmentally friendly housing in New Orleans. Check out this slideshow from iVillage to see other celebrities talking about how they plan to endorse Brand Green.

Like any brand though, Brand Green isn’t just about products. It’s really about selling an idea, a way of life, really, and generating major buzz. July’s Live Earth Concert was indeed part of Brand Green, and the worldwide event definitely boosted Brand Green credentials. In an effort to raise widespread environmental awareness, the 7.7.07 event featured 11 concerts held around the world as a kick-off to a three-year plan focused on combating global warming and increasing eco-consciousness.  The concert reached an estimated 2 billion people worldwide, and brought in big bucks for Brand Green. Didn’t catch the Live Earth bonanza on July 7th? I like this blog from DigTrends by someone who attended the New Jersey concert.

While I find it interesting that an environmental movement has the potential for big brand power, I think it’s good news that there’s a “brand” out there promoting a healthy world. Brand Green is sure to stick around for a while, and as long as celebrities are supporting it, I’m sure we will be too.