Going Green is a Great Way to Market Your Business Startup
If your startup is making environmentally sound decisions, going green should be
an integral part of your marketing plan. Consumers are becoming more aware of green
standards, and identifying your company as an environmentally friendly resource will
enhance your image and, possibly, your bottom line.
Recent studies have shown that more than three-quarters of American consumers are
very concerned about the environment, and it is estimated that 30% of US adults qualify
as green consumers. This trend is particularly evident in the rapid growth of startups
focusing specifically on green consumers. These consumers are looking to reduce their
own environmental footprint through easy choices -- purchasing organic foods, making
small changes (lightbulbs, etc.) -- anything that enhances their self-acknowledged
concern for the environment. Given the choice between two similar options, a large
portion of consumers will choose the company that is at least attempting to go green.
In terms of your marketing messages, green consumers tend to be doubtful about dramatic
claims of environmental protection, but are also pretty unsavvy in general about
what it means to be green. Both of these tendencies can be to your advantage. Any
moves your business makes to save energy will save the company money, but they can
also be promoted and explained as environmentally sound to your potential market.
Add a "gone green" page to your website that explains the measures you have taken
and how they positively impact the environment.
Avoid developing entire marketing plans around your environmental consciousness.
Even green consumers are driven by the classic marketing tools -- price, quality,
and convenience. But, given a choice between two products perceived to be otherwise
equal, green consumers will choose the one that seems to be more inclined toward
their environmentally aware self-image. Add a "green product" label where appropriate,
but maintain your marketing focus on the benefits and quality of your products.
Many metropolitan areas boast networking groups or trade associations focused on
green businesses. Joining these groups will increase your marketing opportunities,
as the other eco-friendly ventures will be excellent opportunities for cross-promotion.
In addition, networking with members of these groups can help you find other cost-cutting
measures that will also enhance your green image.
While increasing your customer base and protecting the environment are good reasons
to adopt green business practices, the biggest benefit will be to your company's
bottom line. Choosing to reduce waste will cut costs of removing the waste -- a significant
break especially if your company produces any hazardous or toxic waste in your work
processes. Even minor energy-saving alterations can save a surprising amount in utility
costs each year, typically far more than the efforts cost in the first place. Many
green policies will also have the beneficial result of improving the productivity
and efficiency in your workplace. Using less paper means less filing and less storage,
and digging through well-organized electronic files takes far less time than wading
through reams of paper records.
Going green can enhance your marketing messages and improve your standing with green
consumers. But more than that, making eco-friendly decisions for your company will
ultimately benefit your profitability and overall productivity.
About the Author
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