Green is not just a trend, a fad or a movement; neither is it just a result of the media hype. Jake Grant (2008) calls it the next revolution (after the Internet). Green has grabbed the general public's attention and they have become increasingly critical and political in their consumer behaviour. This has resulted in corporations spending millions of dollars on green marketing and the communication of green efforts in general. Many businesses have jumped on the green bandwagon and the number of green markets, businesses and marketing campaigns is growing. Thus, green is losing its uniqueness. It is therefore time to question if it is still appropriate to consider green as a differentiation factor in marketing communication.

Martin Hvidberg Yde: BA graduate in Marketing and Management Communication from Aarhus School of Business 2010. Peter Edwards Jørgensen: BA graduate in Marketing and Management Communication from Aarhus School of Business 2010. Expecting to finish his Master in corporate communication in 2012.