My employees are all over me to do more about green business initiatives. My top priority now is marketing. I get that it’s important not to be wasteful with precious resources. How do I market our increasing commitment to going green?
Thoughts of the Day: Becoming a green business is one of the “in” topics that can definitely be integrated into marketing. A focus on green business can help position your company as a leader. Green initiatives can help you attract and retain employees in an increasingly crowded employer market. Green can translate into efficiencies that can be promoted to clients and prospects.
Making green being a green business
Dedication to green initiatives is definitely worth promoting. Show that your company cares about its impact on the environment. Let the passion of your people shine through. That’s what good customers and employees want to see – commitment and drive to build a better world.
A green company environment can help position itself as a thought leader. Share experiences and lessons learned. Demonstrate and create green business initiatives. Likewise, show how your company thinks beyond making a living. Focus on reducing its carbon footprint.
Gen Y spends $150 million per year on things like food and entertainment. It also is the entry-level workforce of tomorrow. This generation is environmentally conscious. They demonstrate a willingness to act in a way consistent with their beliefs. In other words, Gen Y will favor working for a company that takes action to protect the environment.
Respond to a global imperative
Existing employees stick with a job and a company if they feel a bond. Promote a culture of community well-being. Treat people and resources with respect. Bring out the best in everyone. For example, work to make things better in the local community. Demonstrate commitment to values important to employees. Make that the glue that holds people together through tough and good times.
Publicize your green initiative and boost your company’s reputation. On the other hand, make the marketplace aware of what your company is doing. Be at the top of its game as a citizen of the world. Protect resources for the next generation and the one beyond that. Your best clients and will appreciate your company’s commitment.
Show that you care about sustainability
In conclusion, don’t hesitate to show customers how green initiatives make your company more competitive. Recycling, using hybrid cars, reducing water waste. Going paperless, and taking action to save energy are indicators of forward-looking. Research-driven people who think beyond today. Turn additional savings from green initiatives into research and development. That will benefit customers in the future.
Above all, going green business also creates multiple opportunities to save money as your company grows. Firstly, fewer resources consumed means less money spent. Further, a dollar saved becomes a dollar of profit. The tax benefits/breaks for green businesses who take steps to be green can be turned into cash. Moreover, use that money to fund marketing initiatives. Reward employees for good work. For example, develop things customers need and want. Create a self-replicating wheel. Save, invest, improve, outperform, save.
If you and your people are passionate, it will have a multiplier effect. In addition, demonstrate commitment to employees and customers with common values. Be honest. We live in a world of limited resources. Be careful and respectful with how those resources are used. Build a better world for tomorrow. Consequently, act with care and concern for the world today.
Looking for a good book? Return on Sustainability: How Business Can Increase Profitability and Address Climate Change in an Uncertain Economy, by Kevin Wilhelm.
