Earth Day Thoughts: The Green Fraud of E-Billing

Ah, marketing …  Everyone knows it’s positive and trendy to associate your company with green activities (read green-themed Internet marketing tips from Fathom’s Kurt Krejny here).  As business models are being built on green technology, “going green” is thought to be a brand enhancer.

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In this vein, I’ve noticed over the last year or two while paying my monthly bills that “going  paperless” is all the rage for utilities, telecoms, and banks.   In emphasizing electronic billing, these companies usually like to tout how green they are, often displaying earth-friendly icons alongside the Calls to Action for e-billing.

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Even tech-challenged people like myself know that electronic records require server space.  Server farms require electricity, land and cooling systems. Maybe there is less detriment to the environment by choosing to get your bill from the Internet as opposed to a tree, but in any case your choice to enroll in e-billing does not bring you anywhere close to being the pre-civilized and noble Earth friend marketers would have you believe.  Furthermore, how many people still end up printing out hard copies of their e-bills?

Bottom Line

Go paperless because it’s convenient for you; don’t do it to be greener.

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Have any of you readers noticed this trend?  Please send comments
about your experiences.  Links to green/e-billing propaganda pictures welcome!

About Paul Richlovsky

Paul purposefully merges a creative writing and teaching background with his decade-long marketing career. He advises clients on content strategy, editorial direction and PR/distribution. He is a perpetual critical thinker who has written/edited hundreds of blog posts and multiple long-form marketing guides, including those aimed at audiences as varied as healthcare, higher education, financial services, B2C brands and manufacturing. With a BA in English from the College of Wooster, he is also the author of a collection of poetry, "Under the Lunar Neon."He gets really excited about the science of elite performance, usability, brand voice, headlines, digital governance, ballroom dancing, bachata, racquet sports, and romping with his niece and nephews.

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