With everything going green these days, a backlash appears to be growing where advertising is either being ignored or actively railed against if it pushes to many green buttons.

GreenBuzz offers up a few ideas on how companies can best protect themselves against this green fatigue backlash. Among the best: don’t bitch about how hard it is to go green.

It’s perfectly fine to discuss challenges and obstacles, but don’t be the naysayer or the begrudging type. It’s getting old. If you’re more experienced, you may think you’re being pragmatic, but you’re not. You’re being too conservative in the one country that rewards risk and innovation the most.

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I mean, sometimes I feel as though there’s no innovation left in the bigger companies because they’re always talking about what they can’t do, as opposed to what they can do. Immerse yourself in the research, come up with a long term plan for your company, and execute on that plan. If you get all caught up in the short term financials and benchmarks, you may wake up one day to find that your competition has outmaneuvered you and you’re in trouble.

Great advice here — check out the whole column.