Planet Relations

Over the past week, the ‘green’ blogosphere has erupted about wind power, Whole Foods, and an energy company called Renewable Choice. I won’t weigh in specifically on the (perceived) controversy. Rather, I will take this opportunity to point out the role of new media (social media) and the importance of managing one’s reputation in the online world.

To summarize the issue, Whole Foods is selling ‘Wind Power Cards’ that enable consumers to buy certified wind energy credits from a Boulder-based company called Renewable Choice. Renewable Choice announced the program on November 1st. The cards resemble ‘gift cards’ that everyone is so familar. The blog Strange New Products found fault in the cards, and then Boing Boing picked it up and launched it into the (blogosphere) mainstream. Well-regarded site Grist summarizes the issue well here. Green bloggers and their respective commenters are quickly taking sides on the value/legitimacy/transparency/truthfulness of the cards.

The point of the story, though, is where is Renewable Choice in the whole matter? Their reputation is taking a beating despite indirect attempts by Shea Gunther (former founder) to speak up for the company. Renewable Choice has taken no action to get their side of the story out. A coordinated approach to explain the legitimacy of renewable energy credits (3 page PDF from USEPA) is an obvious first step, since Renewable Choice is far from the only company offering this service/product. Granted it’s a complicated topic, but ignoring it doesn’t make it go away. If the controversy hits the ‘mainstream’ press, Whole Foods will be forced to weigh in on the matter and questions will be raised as to whether the natural foods retailer’s participation is simply an easy way to maintain their ‘brand of sustainability.’ And that’s the quickest way for Renewable Choice to lose business credibility.

The takeaway? Act swiftly and transparently to avoid letting a small matter turn in to a crisis. Social media stories are the canary in the coal mine. Take note Renewable Choice.

UPDATE 11/9/06: Renewable Choice Responds to Controversy