Earth Day is now a marketing frenzy, but a recent GreenBiz article questions the value of promotions at this time of year. According to Albe Zakes, the global vice president of media relations for TerraCycle, Earth Day is not the best time for major initiatives. TerraCycle which helps companies with recycling programs, actively dissuades their customers from launching major initiatives on or around Earth Day. "With everyone and their mother doing some kind of quasi-green messaging around Earth Day, you risk a truly environmentally responsible promotion, product or service getting lumped into consumer's green fatigue and being consider green washing," Zekes says. "Moreover, green media - and mainstream media for that matter - is inundated with so many 'green' pitches that truly noteworthy stories get overlooked. Better to wait a month or two when the masses are pitching product reviews for Mother's Day and Father's Day and your new recycling drive or solar installation will get more notice."