Two of my favourite business magazines recently devoted their entire issues to sustainability. Increasingly companies are seizing the issue to to garner a competitive edge with consumers.
Whilst marketing might communicate being green as a brand attribute (not core benefit); it struck me (probably idealistically) how wonderful will be the time when green is the organisational norm - and not a unique selling point or source of competitive advantage. There would be no differentiation - all companies would be green.
Until that day - customers' support of green companies and brands will continue to encourage business adoption of policies. However marketing has an important role in communicating how to support our fragile eco system. Indeed, in understanding which companies are green a recent study showed that 50% of people could name an organisation with green credibility (1). Another study showed that although Australian SME's were willing, two thirds were unsure how to action climate change policies. (BRW, October 22, 2009).
For businesses - how to get started?
- Reduce your organisation's energy use .. buying the energy your business uses from renewable sources
- Add a carbon offsetting option to your billing
- Review your suppliers in the value chain and assess their green practices - seek out eco partners
- Use recycled stationery and materials for all communications pieces, and sales promotion items
- Measure and offset the carbon footprint of your organisation's website. (Visit : Greenserve, CO2Stats.com and GREENMYWEBSITE.COM)
For larger, publicly listed companies - organisations such as Sydney's Interactive Investor provide online reporting including green reports in lieu of paper reports.
Be wary of greenwashing
In an age of authenticity, businesses need to be particularly wary of 'greenwashing' - making claims that cannot be substantiated. To assist, The Australian Association of National Advertisers has introduced a green claims code, for marketers to check their environmental claims. Greenwashing can result in substantial fines (in Australia - up to $ 1.1 million) - but more importantly, organisations will compromise the relationship with their customers and damage their brand.
The following provides some additional resources which may be of assistance:
For Australian organisations and here
Five Ways to Green Your Office (Article from Forbes magazine)
(1) Fifty things you need to know about being green, Kevin Johns, B&T October 16, 2009 - citing Mobium research of 22,000 people.
Disclosure: Interactive Investor is a client of the author.
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