It Isn't Easy Being Green

Going green is hot, and corporate America is already seeing the environment's marketing value. Small businesses would also like to jump on the bandwagon, but if they do, they can’t count on their customers to go along.

A recent survey that's used to create the Wells Fargo/Gallup Small Business Index found that small business owners are “willing to go the extra mile,” even if it costs more, to show their customers that they care about the environment. The only problem is their customers don’t want to pay higher prices.

Two-thirds of small business owners surveyed were willing to pay more for environmentally friendly goods and services, but half of those said that their customers would be unwilling to pay more to go green. The upshot: you’ll have to foot the bill yourself.

That may settle the question for many cash-strapped small businesses, but the pressure to go green is only likely to grow. American Express unveiled a new television advertisement during the U.S. Open golf tournament with an environmental marketing angle. It features Ellen de Generis, and singers Alicia Keys and Sheryl Crow, who launched her “Stop Global Warming Tour” this month.

No word yet on a potential role for Kermit the Frog.