Today’s consumers are becoming more educated, and many companies are realizing there is a diminishing return in simple ‘green’ marketing. The dramatic increase in global eco awareness has resulted in a significant shift in ‘green’ consumer expectations. Leading businesses are realizing consumers are now in driver’s seat and that actions speak louder than words.
According to a study by Green Seal and EnviroMedia Social Marketing:
• Only 9 percent of consumer say green advertising is their primary influencer
• 15 percent cite brand loyalty
• 19 percent say word of mouth
• And 25 percent of consumers say it is a product’s reputation
A strong reputation is a critical component of every business, but it is especially important in driving consumer eco awareness of a specific product or service. To build business and product reputation, companies need to be able to demonstrate what they say they value. They need to ‘walk the talk’.
Despite the myth, you do not need to be an environmental business to have a sustainable business reputation. As a sustainability consultant, I advise clients to incorporate business sustainability into their business core values and business processes.
Start with the simple concept: a sustainable business is a good business. Begin by implementing some good business practices:
• Keep in constant contact with customers to understand needs and concerns
• Over deliver on the quality of products and services
• Minimize waste in your operations
• Reduce energy consumption
• Partner with similar value suppliers
• Drive efficiencies in your supply chain
• Increasingly integrate sustainable materials into your products
Green consumers are seeking out companies that deliver on their expectations. Our sustainability consulting works with clients to understand the value of strengthening a business reputation through demonstrated action.