Are You a Green Marketer or a Greenwasher?
Has your company hopped aboard the green marketing bandwagon yet?
In the September 2007 issue of the BusinessVoice Marketer, we wrote of how important it is to “walk green” if you “talk green.” More than half a year later, with evidence of global warming mounting and gas prices approaching $4.00 per gallon, “environmentally responsible marketing” is now more than the catch phrase of the month. Concerned consumers are starting to actively look for companies that leave very small environmental footprints. And they don’t take kindly to those that just blow green smoke.
In this digital age, the new forum for the sharing of thoughts and ideas, the blogosphere, is bursting at the seams with talk of sustainability. Content on the subject has increased dramatically over the last few years. But do “real” people actually care about your green message? According to a new report from Nielsen Online, yes they do.
It’s also been shown that “greenwashing” - putting on a green face for the public but not actually practicing environmental responsibility - has been met with a less-than-warm response. People don’t enjoy being duped by exaggerated marketing claims. People like it even less when companies promote the positive effect they’re making on the world’s water, air and forests, only to learn that it’s all...well, greenwash. General Electric, for instance, who’s been touting their alternative energy and green endeavors for a few years now, hasn’t quite lived up to their PR, according to the Nielsen report.
“Bloggers claim G.E. has an inconsistent - and often contradictory - track record, but praise Whirlpool for focusing on smaller measures, such as energy-efficient appliances and its partnership with Energy Star,” the report states.
So apparently Whirlpool has gotten it right. By taking small, transparent steps, rather than offering up lip-service, they’ve improved their brand image, especially within the community of environmentally informed consumers.
Just about any company, big or small, can make an environmental impact, and then promote the fact for its own benefit. Yours included. In fact, many smaller companies are already “powering down and printing less.”
Here are five easy ways you can green up your office, courtesy of Forbes.com and BusinessVoice.
1) Be a Triple Threat - Buy equipment that’s multi-functional. Instead of purchasing three separate machines to copy, fax and print, buy one machine that does it all. Not only will you slash what you pay for hardware, you can cut your energy use by as much as 50%.
2) Up Your Star Power - When your old appliances kick the bucket, make the switch to Energy Star-certified products. These items can reduce your energy costs by up to a third. You can start easily enough by switching to compact fluorescent lights. Visit energystar.gov for more information.
3) Print Like a Pauper - Save trees and landfill space by reducing the amount of paper you use. Print and copy on both sides of each sheet. And scan and e-mail as many documents as possible, instead of printing and mailing. Not only will you save paper, you’ll also save money on costly re-orders.
4) Remember the 3 R’s - Reduce. Reuse. Recycle. Establish an internal program, and not just for paper. Refill empty ink cartridges; donate obsolete equipment to schools or non-profit organizations; and buy recycled office supplies.
5) Go With Green Machines - If your company maintains a fleet of cars, consider making the switch to hybrid vehicles. More models from different manufacturers are hitting the market every year, and the incentives are appealing. (The IRS offers a hefty tax credit for dozens of hybrids.) Or, on a smaller scale, start a carpooling program.
As we recommended in our September 2007 newsletter, begin by defining why you want to go green. Does doing so improve your bottom line or give you a competitive advantage? Those are great benefits, but whatever your other reasons, we submit that the list must include this one: because it’s the right and responsible thing to do. Anything less makes it too easy for your efforts to lapse into greenwashing.
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