A growing green market

As more and more coverage in the media is being given to climate change and its effects, it is becoming a critical point of focus for the full range of environmental issues such as deforestation, overfishing, desertification, that we are facing.

One consequence is that the market for greener products and sustainable services is growing steadily. This couldn't be more timely. The scientific evidence points to severe damage to our environment and its ability to provide essential ecological services - unless we act together. This includes business.

Fortunately, the advantage of business is that it can respond very fast to meet changing consumer values and choices. Opportunities therefore abound for far-sighted companies and marketers who can move quickly.

Reaching 'conscious consumers'

To connect with the expanding market of 'conscious consumers' requires a sensitive understanding of who they are and how they decide on what to buy, and which information and how they choose to receive it - including a range of media and online communities.

The theme and content of the green marketing message and how it is presented requires a careful combination of eco-education and product information - while also having to navigate the tricky waters of green- washing.

Taking the path to sustainability

Connecting long-term with conscious consumers also requires a commitment by companies to embark on their own path to sustainability. Integrity and authenticity are cornerstones of successful green marketing.

This means reducing carbon emissions, recycling, solar geysers and all the rest of it. There's no call to rush it though, it's best done strategically, one step at a time. Sustainability a learning journey, not a one-stop destination.

Much of the 'spine' to a green marketing campaign is about the company's journey to sustainability - the unfolding story behind its greening. Much of it is the telling, internally and externally, of the sustainability narrative. This is partly why Woolworths calls theirs' the 'Good Business Journey'.

Benefits along the way

The greening of a business brings many more benefits than growing market share. It brings a greater sense of pride, purpose and mission for the company and with it higher productivity, cost savings on energy, water and waste, and stronger and longer-term relationships with suppliers as well as customers.

New product innovation and 'greener' alternatives may prove to be the greatest area of long-term advantage and profitability. Embracing sustainability full-on, putting one's green flag in the ground now and going for it will secure significant first mover advantage in each sector.

Taking the route to sustainability and with it, green marketing, will be a far-sighted investment of time and resources. It is best done carefully, with commitment and the vision of being a pathfinder into a changed world.


© Hugh Tyrrell 2009

So you want to green your company?

If you are a business owner or employee of a company which is considering going green, here's an overall approach which could work for you.

Once senior management has given its support to a greening programme and initiates the formation of a green team and leader, a technical assessment of environmental impacts of your company and its operations (such as energy/carbon, water, waste, materials usage), is undertaken.

This data goes into the development of a sustainability strategy for the company which operates as a roadmap to lighten its eco-footprint on the journey towards sustainability.

Setting targets and implementing the steps of the strategy along the way is then the responsibility of the green team and its leader. Running concurrently with this is staff training and coaching which deepens sustainability thinking and action into the company culture.

Internal communications are employed to report on and share achievements and milestones along the way, creating a sustainability 'story' which can be used externally in PR and marketing.

The overall benefits of the greening process include reductions in resource use costs (e.g. electricity/water/waste/travel), more productive staff proud to be making a contribution, stronger client and customer relationships, and a comparative difference in being a leading company well on the road to sustainability.

Rather than be a 'tick-box' or add-on approach which risks being seen as 'green-washing' with harm to reputation, this process enables sustainability to be embedded into the company's long-term objectives.

Depending on your own knowledge and resources, it may be useful to bring in specialists to facilitate your greening process in the early stages of the journey.

© Hugh Tyrrell 2009