GreenAmy

Our client Adify is powering a few green online advertising networks, including Matter and SustainLane. Each network is led by experienced publishers in the green space that are also behind some great green Web sites.

Matter covers “What Matters” in green business and technology. The site is a combination of original content from its creators – Michael Penwarden and John Gartner – as well as aggregated material from respected green business and tech sites across the Web. The site is addressing important areas of green business and helping fuel the industry from an economic standpoint. Information ranges in topic from the “At Home” section – covering small-scale solar panels, wine corks and eco-friendly fashion – to exploring eco-business perspectives on “Energy,” such as biodiesel fuel sources and reviving the electric car.

I’ve been working with Matter to help launch the business and have had a number of conversations with Penwarden. He views Matter as the first practical, mainstream green community saying, “Matter is focused on economic and tech solutions, finding ways to enrich the world while also reducing our impact.”

Penwarden and Gartner have found a compelling niche with Matter. There seems to be a lack of editorial resources for entrepreneurs and business people who also care about the environment without having to sift through existing business publications for green topics.

Green entrepreneurs at SustainLane are behind the U.S. Green City Rankings, SustainLane.com online directory of sustainable products and services and The Unsustainables, original animated episodes of an urban family trying to live green. The online product directory is a great resource that should be bookmarked in everyone’s browser. On the site, users can pass on product knowledge and reviews about everything from organic milk and non-toxic nail polish to eco-friendly clothing and environmentally safe dry cleaning services. With a quick search on the site I uncovered this great paper and printing location, New Leaf Paper, that’s literally right around the corner from our office.

SustainLane Green Ad Network was built after talking to large brands and marketers interested in the LOHAS market (Lifestyles of Health and Sustainability), realizing that companies want to advertise on green business-to-business sites, but in reality there are very few as we’re still in the early stages of the green movement. The network was a natural extension of the business, given SustainLane’s experience in the green market and longtime relationships with advertisers. The company is able to intelligently advise mainstream advertisers on how to be authentic in green ad campaigns so products and messages strike the right chord with green consumers and achieve maximum effectiveness.

Matter and SustainLane are great examples of how our increasing interest in all things green is creating a burgeoning ecosystem of entrepreneurs, marketers and consumers that want to live, work and communicate in the green market.

UPDATE: SustainLane Green Ad Network launched this week and got this great story on Adotas!