Energy Gets Personal We commonly associate personal selling with tangible goods such as jewelry. . .not green energy. Viridian Energy sells eco-responsible electricity, solar power, and natural gas. Founded in 2009, it has more than 20,000 associates to promote its products. With more than $250 million in revenues, Viridian has become the world's 59th largest direct selling firm. VIRIDIAN Viridian's energy products are sourced from or offset by renewable energy sources. Its Pure Green electricity package is sourced from wind power. Viridian has also partnered with Sungevity to provide co-branded solar energy offerings. Viridian received publicity when it announced an initiative to donate one solar power system for every 15 new residential solar installations. Associates market Viridian's green solutions to customers through personal selling, informing them about how their choice will benefit the environment. Although personal selling is the costliest form of promotion, it allows Viridian associates to tailor the marketing message to the individual consumer. Viridian associates receive payments for each customer they recruit for each month the customer remains with the company. Despite its success, Viridian has faced challenges. In 2018, the firm reached a settlement with the Massachusetts Attorney General's Office for alleged deceptive marketing tactics and agreed to stop marketing its products door-to-door for a two-year period. As it continues to evolve as a socially responsible company, Viridian must ensure its promotional strategy remains transparent with customers.