A strong case for green business
There is growing empirical evidence that being genuinely engaged as a sustainable brand has major benefits. A recent study by ATKEARNY found most companies that focused on sustainability out performed their peers.Add to this findings by leading Australian research company Nielsen highlighting that almost two-thirds of consumers purposefully avoid specific companies because of concerns about their impact on people or society, and you've got a solid business case for painting the town green by firstly building and then communicating your green credentials. Take a look below at our four key thoughts for green business.
Engage the market
There are many goods and services claiming green status, and some with little or no proof - this is greenwashing. For many consumers it’s a leap of faith to trust green brands, and for others simply too confusing due to poor marketing communication. To build trust, reduce confusion and benefit from being a green / sustainable brand, it’s important to seek independent verification and 3rd party environmental endorsement as part of the strategy. This will help build a better product or service and increase end user engagement.
Be a business first
Developing goods, services, and implementing sustainability into the business model is great, but consumers want more. Key points like high performance, ease of use, availability, value for money, and the environment all have to be balanced. If you’re just selling on green benefits, it won’t be enough. Focus on being a profitable solutions based business with sustainability as part of the mix. Get the product right and tell the whole story.
Improved communication
It’s important you communicate your message to the right target group. For B2C it could be educated women with young children. For B2B it could be 3BLs. Getting the target demographic right, and communicating key trigger points are crucial to the success. Communicate your brand’s total offering, not just what is does environmentally. We work with clients to get the message and positioning right for the target group.
Take them with you
It’s about the journey, not the destination. Think of sustainability as an ongoing learning process, a process of improvement over time that will engage and inspire many market segments. Your brand’s positioning should be about taking your customers (B2B or B2C) with you on that journey. It’s about telling your story, getting people involved and communicating the right points to the right people, bringing them with you. We can show you how >>>
What next?
Green is good, if done well. We believe there are competitive advantages for brands who develop sustainable goods and services, while implementing a sustainability model in the day-to-day running of a business. We work with clients to identify growth markets and create a strategy (and implementation) on how to enter the market in a way that builds consumer trust and brand equity.
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Our articles from the
ninemsn money pages
Green Marketing for Small Business
How to Avoid Greenwashing
Green is Not Enough to Win Customers
ninemsn money pages
Green Marketing for Small Business
How to Avoid Greenwashing
Green is Not Enough to Win Customers
RECENT CLIENTS
GreenBox Technology
Australian Conservation Foundation
Viro Rewards
NSW Dept. of Environment, Climate Change and Water
Wednesday Homes
MyGreenProfile
Harmoni Organics
Review Client Testimonials
Australian Conservation Foundation
Viro Rewards
NSW Dept. of Environment, Climate Change and Water
Wednesday Homes
MyGreenProfile
Harmoni Organics
Review Client Testimonials