"Green Marketing” – this buzz word sounds good. It sounds like sustainability, environmental awareness, doing the right thing. While collecting topics for the American Coatings Show 2016 Daily, someone came up with the idea to discuss "Green Marketing” in one of the issues. I happily accepted the suggestion, but then I started asking myself: "What exactly is "Green Marketing” in the first place?
There are many companies in the business, which have been producing coatings since generations. Either family-based enterprises or companies that are listed or run by institutions. The older they are, the longer tradition they have, of course.