Throughout the years, I have encountered many people who wanted to go green, but couldn’t sell the eco approach to the executive team. I believe most managers are simply not aware of what green marketing is, and why it’s better than traditional, non-green marketing.

The Princeton Review, today released its second annual Green Ratings of colleges. In this measure of how environmentally friendly the institutions are on a scale of 60 to 99, the company tallied its Green Ratings for 697 institutions based on data it collected from the colleges in 2008-09 concerning their environmentally related policies, practices, and academic offerings. The Princeton Review also named 15 colleges to its “2010 Green Rating Honor Roll” – a list that salutes the institutions that received the highest possible score – 99 – in this year’s rating tallies.

The Pew Charitable Trusts has conducted the first-ever hard count across all 50 states of the actual jobs, companies and venture capital investments that supply the growing market demand for environmentally friendly products and services. The study, entitled The CleanEconomy: Repowering Jobs, Businesses and Investments Across America, revealed that the number of jobs in America’s emerging clean energy economy grew nearly two and a half times faster than overall jobs between 1998 and 2007.

You would have to have had your head stuck in the sand to not be aware of the intense interest that the environment holds in today’s political and social debates. While candidates of all generations have begun evaluating potential employers based on their “greenness,” few in recruiting have leveraged this hot topic in recruitment communications and activities. For some unaccountable reason, recruiting managers and leaders almost universally fail to implement a process that regularly discovers “job switch” decision criteria used by the best and brightest, and this latest oversight is nothing more than history repeating itself once again.