Over the weekend, quite the controversy brewed – and apparently caught Motrin off guard.

Have you seen the infamous ad? Motrin took it down, but it lives on – thanks to YouTube.

Much has already been written about the controversy from business experts … to social media gurus … to parenting experts. But, there are some important lessons worth pointing out:

We aren’t a Monday through Friday, 9 to 5 society. Bloggers and Tweeters don’t stop talking on the weekends … so companies can’t stop listening. Thanks to today’s always on, always connected lifestyle, marketing communications folks – from the bottom up – are never truly “off the clock.”

Companies big and small need to pay attention to Twitter. The Motrin ad went up on Saturday. Mommy-bloggers went to work almost instantly, and by Sunday, the controversy was so out of hand that Motrin pulled the ad. And, the company’s web site was still down until Monday around 1:15 p.m. Does anyone still question the power of Twitter?

You get what you wish for. Creative marketing departments everywhere try to come up with a buzz-worthy viral campaign. Who wouldn’t want to be the next BlenTec? But, be warned. As Motrin would likely tell you today, becoming an overnight sensation for the wrong reasons – like offending moms everywhere – is not good for business. Make sure your zest for generating a buzz doesn’t overtake your common sense.

With an estimated $20 billion in spending power, children have long been a desirable target for marketers. But, today’s kids and adolescents are wielding even more influence – and not just with the power of the purse. Youngsters have mastered the art of parental lobbying.

Just look at the recent New York Times article – crystallizing this young generation’s ability to shape their parents’ decisions. In family after family, children played the role of “eco-police,” ultimately convincing their parents to purchase more fuel-efficient cars, compact fluorescent light bulbs and even solar panels.

The greening of America is not a passing trend. In fact, protecting the environment is mission-critical for today’s kids. And, parents are responding to their message. According to a recent study, 92% of adults have a more positive view of a company that supports a cause they care about, and 87% said they are likely to switch from one brand to another if the other brand is associated with a good cause. For a large percentage of households, environmental issues top the list of causes to care about.

So, now what? Companies need to take a two-pronged approach. First, they must identify strategies to become more green (if they haven’t already). Second, they need to communicate their eco-friendliness in a manner that will pique the attention of young people. Incorporate words and graphics that “speak” to kids and teens and use modes of communication that reach young people.

The bottom line: Children are driving purchasing decisions … and they’re insisting that their parents go green. How does your company adapt to this market shift?