Before spending a dime to market your products or services in 2012, here are some questions to consider. Planning your sustainability marketing is as important as the campaign itself. What are the big companies doing? How are they doing it? What initiatives have the provinces put forward as a model and example of how we can become more sustainable? Are you aware of the measures your company can take to make a difference, however big or small?
How much does your company invest to incorporate its green programs,actions, purchase, and affiliations into its marketing? Are your customers like 87% of consumers who will buy from a company committed to environmentally friendly practices? Your responses to these questions may determine your next step in
adding a sparkle of green to your marketing. To this effect, these are the numbers you want to know: 79% of small and medium size enterprises believe it is possible to grow the economy and protect the environment at the same time; and 90% of the top global 500 companies sees a business opportunity in “going green.”
How do municipalities lead with sustainability? Added to The Way We Green, the City of Edmonton has introduced a Sustainable Purchasing Policy to reward eco-conscious suppliers and contractors for commitment to sustainability. This is reflected in the decision of 12 Canadian municipalities (Edmonton inclusive) to participate in Municipal Collaboration for Sustainable Purchasing (MCSP) in 2010. Why not green your marketing? Some companies are put-off by sharing their sustainability stories for fear of their claims being judged. Sharing your green stories communicates progress, transparency and trust. Judgement is more likely to come when the only visible change is on the corporate branding such as a leaf added to the logo or the word green or a green symbol added to the logo. Be green, tell your story honestly and consumers will respond.
Source: Green Crusader’s Green Business Column, Edmonton Business Talk WEBA Magazine