Succeeding as a "Green" Business

Introduce Environmental Initiatives Without the Negative

Backlash
1. Increasing numbers of businesses, both small and large, are
jumping on the “green bandwagon.” Most business owners,
whether they are advocates of environmentalism or not, hope
that by making their company more sustainable they will attract
more customers and, ultimately, increase their profit margins.
This is to be expected and can hardly be criticised. However, it
can be easy for companies to make the wrong move or say the
wrong thing, resulting in a negative backlash that can be hard to
recover from.
Avoid “Greenwashing”
2. “Greenwashing” is used to describe the attempt, by some
corporations, to convince their audiences, largely through
marketing, that they are environmentally friendly when they are
not actually doing very much to make a difference.
3. Oil giant, Shell, has come under a huge amount of fire lately for
using their sponsorship of Britain's most prestigious wildlife
photography exhibition to “greenwash” their environmental
credentials. Shell stopped sponsoring the exhibition, after
intense pressure from groups such as Friends of the Earth and
WWF, as well as from the general public. Companies such as BP,
General Motors, Novartis, Reebok, and Starbucks have also
been criticised for exaggerating their “green” strategies.
4. The moral of the story is clear. If sustainability is to work as a
part of a business then corporations must practice what they
preach. If a discernable effort is made to introduce systems and
processes that will reduce a company's impact on the
environment, consumers will both respect and appreciate that
company. Honesty, effort, and transparency go a long way.
Consumers Dislike Extravagant Marketing Efforts
5. Once a company has introduced its innovative new recycling
system or eco-friendly packaging, it is natural for the business
owner to want his or her customers to know all about it.
However, over-the-top marketing campaigns and glossy
advertisements can prove to be a big mistake.
6. In recent times, there has been widespread condemnation of
 corporations that stand up and shout about their green efforts. It
is often seen as self-promoting and tactless, especially if the
changes that the company has made are quite small. For
example, the campaigns encouraging customers to reuse plastic
bags, which are currently being run by supermarkets
throughout the world, are regarded by many in this light. As
Tony Juniper, executive director of Friends of the Earth pointed
out in an article titled “Wiping Out Greenwash," which featured
in the UK's The Guardian newspaper on November 19th, 2007:
“Until the big supermarkets reduce the amount of energy used
in their stores, minimise the distance that food travels and review
their relationship with farmers, saving a few plastic bags is just
window dressing.”
7. The best way to let customers know about new eco-friendly
initiatives is through third-party endorsement. Audiences will be
much less cynical if the messages about a company are coming
from an unbiased source. Public relations can help here but it is
vital that any companies are “walking the walk" before they
conduct any sort of PR campaign.
Companies Need to Establish Themselves as “Green” Leaders
8. Despite the potentially devastating consequences of abusing our
delicate environment, there are still not many companies
leading the way forward when it comes to green issues.
9. There are a few companies, such as car manufacturer, Citroen,
and British supermarket chain, Marks & Spencer's, that are
making a stand but they are relatively few and far between.
Most companies put sustainability into the “too hard” basket,
mistakenly assuming that it is too time consuming, costly, and
simply not worth it.
10. There are so many confusing messages floating around, usually
generated by journalists and official figures that consumers are
becoming frustrated and are looking for somebody to provide
them with the information and the answers that they need. If
more companies become leaders in environmental initiatives in
their particular area, their consumers will love them for it.
Do Something Different
11. The average consumer loves the idea of environmentally
friendly companies. However, there may be a gap between how
 many of them like the idea of sustainability and how many will
pick the “green" product or service over the cheaper, yet not so
eco-friendly one, each and every time. It is not unusual that
other aspects, aside from eco-friendliness, will affect the
decision of the average consumer. Price, convenience, and
appearance are all important too.
12. To truly capture the attention and imagination of the consumer,
sustainability must be made fun, interesting, different, and
accessible. Bio-mimicry, a design discipline that takes nature's
best ideas and turns them into designs and processes to solve
sustainability problems, is a great way to achieve this. Although
a fairly new concept, a few businesses are already embracing
this fresh new approach, as can be seen in this wonderful ceiling
fan, inspired by a falling sycamore seed.
13. Global warming is becoming a hotter topic with each year that
passes. People are feeling increasingly guilty about the impact
they are having on the planet and more and more consumers
will start to vote with their wallets. With a bit of courage and
perseverance, business owners can ensure that their company is
not left behind.