For many years, the green initiative seemed like another lofty ideal with baseless roots that an occasional environmental do-gooder embraced. Gradually environmental leaders shared information and launched constructive programs that added weight to the movement. When green certification programs were added to the mix, a formula for success had a base.
At first, the idea of increased profits and decreased overhead for these green businesses had no form. Gradually, certified green businesses began to realize there were economic, social, environmental and productivity reasons to adapt the green standard and pursue green certification. Then, low and behold, going green became profitable. With profitability, green business certification became appealing to diverse businesses of all types, shapes and sizes.
Buoyed by the prospect of increased productivity, lifted by a responsible environmental position and while discovering new-found profit centers, businesses have swarmed to the green movement. These businesses engage the conversion in three stages:
Adapt to environmentally conscious initiatives
Innovate and implement green applications throughout the workplace
Transform operations to further the sustainable movement
To succeed, the transition will require guidance, oversight and input. Once launched, co-workers, employees, subcontractors and suppliers will need to get on board. Business managers have been surprised by the positive, enthusiastic response of workers and, just as importantly, consumers.
Some consumers have become skeptical of businesses that falsely claim green operations. The first step in the company’s green awareness program is to set a course that attains green certification. Employees and consumers will respect and endorse the commitment.
The second step is complete implementation of the policies within the framework of the green certification. Part of that implementation includes building a green marketing program. Within the fulfillment of this green certification program lays an expanded customer base and dramatically expanded sales.
Think of it this way; going green increases productivity and reduces operating costs while green marketing expands the customer base and opens new doors for services and products.
Building A Green Marketing Plan
Be creative, be goal oriented and be consistent. Let your green certification show the way. Statistics bear out that consumers respond favorably to businesses that are green certified and who stand behind the commitment.
The company’s green certification is testimony to your verified commitment to a healthier planet, a more positive work environment and a clean, safe and conscientious product line. For businesses that abide by their green certification, there is a new world of opportunity ahead.
Marketing By Example
The key to opening that new world of opportunity is to get word of the company’s green transformation on the table and visible. Of course, the marketing plan will reflect this new green commitment, so minimize the paperwork. Start learning to market via new technology and with presentation discs. Every aspect of a green marketing plan should be an exemplary demonstration of green awareness.
Even as a certified green business, consumers may be skeptical. While consumers want to utilize green products and green services, they have been misled before. It is imperative that newly certified green businesses quickly establish themselves as role models and deliver that message loud and clear. This is not a piecemeal, work-in-progress, rather it is a profitable business strategy
This is an aspect of the marketing plan that can go public. Unlike other marketing concepts, with a little bit of initiative, constant monitoring and creative applications, this “green model” marketing approach can gain immediate and resounding support on both local, provincial/state and national levels.
Take Green Marketing Public
Going green means analyzing every aspect of the business. It may involve tough decisions and may mean changing suppliers, providers, re-packaging, changes to the workplace, developing new distribution methods and a hoist of other projects. What green certified companies soon discover is that employees and customers are watching. These participants want the green movement to succeed. They will constantly be a source of innovative ideas.
As part of the company’s green marketing strategy, encourage this form of participation. Develop a web log where new green ideas are shared, discussed and advanced. If the idea works, implement it. Give green credit where green credit is due.
If a viable green suggestion is implemented, reward the originator. Develop a press release and drive the message to the public. Make your green certification a public matter and publicly celebrate advances. The marketing strategy will always welcome new members to their green team.
Local, provincial/state and national communities as well as all forms of media are listening and constantly discussing exciting new green developments. For valuable free publicity, green marketers maintain an ongoing presence with all these entities, every one of which wants the company’s story.
Green Marketers Make Changes
Achieving green certification is just the beginning. Businesses look inward first and outward second. Consumers notice everything, but they need to be reminded and re-assured. Green marketing develops strategies that constantly caress and sometimes insist on compliance. This tough love strategy is a measure of the company’s commitment. In the long run, it will be remembered and, even more importantly, admired.
Change everything that is not sustainable. Include a green message in the company’s new slogan. Minimize paper usage, maximize recycling, only use green products and offer green education internally and externally. Let the public know that the business is a ready willing and able green citizen.
Pursue Green Business
Green marketers are aware of new green development and new green programs. Green marketers keep their green certification and green initiatives in front of government agencies. Just like Rome, green businesses are not built in a day. But, they do not expand in a cocoon.
By publicizing the company’s green improvements and maintaining the green business certification, the marketing department is opening the door to a whole host of opportunities.
As Ray Cassella said in Field of Dreams, “If you build it, they will come.” The marketing strategy of the certified green business knows that, but realizes that delivering the message is as important as delivering the green goods. Yes, if you build it they will come, but if you live it, breathe it and exemplify it, they will come in droves. Sounds better doesn’t it?
There are over 6,000 blogs related to the environment on Technorati, and countless more news feeds, and webzines.. There are hundreds of high-quality, well-written green blogs, so it’s very difficult to limit the list to just 15. This list seeks to balance depth with breadth and rankings popularity with diversity. These blogs represent many different topics, from general interest to news to lifestyle to tech.
1. Treehugger - Launched in 2004 by serial entrepreneur and designer Graham Hill, Treehugger defined a new online green space and quickly ascended to the ranks of the web’s top blogs. With radio, forums, video, television, its own social bookmarking network, and more than 30,000 posts, Treehugger is a comprehensive resource for sustainable modern living. Treehugger publishes posts by over 30 writers around the world updating 24/7. Discovery recently bought Treehugger and the site is now partnered to Planet Green. It’s not hard to see why: with over 2 million unique visitors per month and a Technorati rank of 19, Treehugger is by far the biggest green blog online today. The content is focused on green news, products, and events.
2. The Daily Green – Though technically an online newspaper, The Daily Green is loaded with blogs, videos, community features, and plenty of helpful guides that is quite comprehensive. It’s more consumer-focused than Treehugger. Readers will find everything from information about going green to the “Weird Weather Watch” to breaking news and consumer health advice. Well-known environmental journalist and activist Brian C. Howard is an editor of “the consumer’s guide to the green revolution”.
3. Huffington Post Green – The new green section of HuffPo is already a go-to resource for reading the latest news and views from leading environmentalists (Graham Hill drops by, among many notables). HuffPo is known for editorializing in a liberal direction, and the new Green section is no exception. The content is a mix of news, op-eds and more sensational stories. Huffington Post is the #1 blog in the world, according to Technorati.
4. Green Options – The Bay Area-based Green Options blog is unique in that it is a green network of blogs. The site features 15 blogs ranging from news to politics to technology to food to business to crafting. The main page is a good “one stop shop” general resource that displays content from each sub site. Green Options Media was created to reach light green, newly-conscious consumers with practical tips and accessible news and views. Founded in early 2007.
5. Green Daily- Part of Weblogs, Inc.’s DIY Life channel, Green Daily offers timely news and product stories and reviews. As with all Weblogs, Inc. properties and the other blogs in the channel, the site is a high-volume publication compiled by numerous freelance writers. Green Daily covers news, products, gadgets, technology, politics and celebrities.
6. World Changing – Calling itself a solutions-based online magazine, World Changing is a collaborative blog dedicated to helping people change their thinking. The official mission statement reads: “World Changing was founded on the idea that real solutions already exist for building the future we want. it’s just a matter of grabbing hold and getting moving.” Featuring original content in categories like Stuff, Shelter, Cities, Community, Business, Politics and Planet, the site focuses on positive, innovative green developments, stories and events.
7. Inhabitat - Launched by architecture student, green consultant and designer Jill Fehrenbacher in Spring 2005, Inhabitat focuses on “future forward design for the world you inhabit”. Topics include innovative materials, future-thinking design concepts, architecture, technology, sustainable style and more.
8. Environmental Graffiti – The home of “seriously awesome environmental news” doesn’t take itself too seriously. Focusing on the bizarre, odd, unusual, funny, cutting-edge and unexpected, Environmental Graffiti delivers a well-written mix of news, analysis and innovations with a wry edge much like Ecoble. The site was launched in May 2007 by lawyer turned “graffiti artist” Chris Ingham Brooke.
9. EcoGeek - Veteran eco blogger Hank Green founded and runs the EcoGeek blog (which now has several green sister sites). Green is a prominent member of the social media community, is often seen on Planet Green, and has written for numerous publications. The team at EcoGeek blogs about all things green and geeky: from sustainable technology to amazing green gadgets to future design.
10. Green Business Bureau – The GBB blog and news section covers a variety of green topics such as green business certification, green technology, green marketing, green products, green regulations, and various “how to’s” on going green to save money.
11. Grist - Veteran eco blogger Hank Green founded and runs the EcoGeek blog (which now has several green sister sites). Green is a prominent member of the social media community, is often seen on Planet Green, and has written for numerous publications. The team at EcoGeek blogs about all things green and geeky: from sustainable technology to amazing green gadgets to future design.
12. Ecorazzi - Ecorazzi is the Perez Hilton of green. The definitive eco gossip site hilariously (and ruthlessly) mocks celebrities as they attempt to gain green cred, and calls out the greenwash wherever it occurs. Praise is also given to celebrities who genuinely contribute to and promote green issues.
13. Eco Tech Daily – Eco Tech Daily and Lighter Footstep (#21) are sister sites. Chris Baskind’s daily wrap-up of the latest in sustainable technology and green developments is a handy morning read for anyone interested in keeping up on the very latest and breaking in green news, especially sustainable energy and green tech.
14. Mother Nature Network – MNN is a resource and an everyone’s eco-guide offering original programs, articles, blogs, videos, and how-to guides along with breaking news stories.
15. Hippyshopper - Hippershopper, produced by Shiny Media, is similar to other green product review blogs. However, this “guide to ethical consumerism” is a Nigel’s green web award winner. Everything from fashion to gadgets to food and drink is reviewed at this upbeat, informative blog.
In an earlier post, I was critical of an advertisement from UA, a furniture maker that is seriously committed to the environment and sustainability.
I recently came across a new ad from the company that I see as a dramatic step in the right direction; its simple, clear, has a strong call to action and is even a little fun. Have a look, compare it to its previous ad, and let me know which one you find most effective.
The other day I was checking my Yahoo email account and was driven to distraction by an on-line ad that made it virtually impossible for me to access my email. The culprit was one of those incredible annoying banner ads that expands to take up more and more of your screen space, and is nearly impossible to avoid. On several occasions I tried to click the “mail” icon only to be taken to a site dedicated to promoting HP’s latest computer. After a few failed attempts, my annoyance not only grew towards Yahoo, but also HP. I’ve come to the conclusion that poorly designed and executed on-line advertising may not only be ineffective, but may also actually a company’s brand.
The next day I came across a beautifully simple and elegant ad, at least from my perspective, that did more than just consume my entire monitor. Take a look at the ad for the latest Toyoya Prius I came across on the dictionary.com website. The functionality of the site is in no way affected by the ad, yet it is absolutely impossible to avoid “consuming” the message of the advertisement. In fact, I found the visual appeal and design of the ad actually enhanced the experience I had that day using the dictionary.com website.
It’s wonderful to see that more and more goods and services that are environmentally friendly, and socially responsible, being promoted by smart and effective creative.
It’s great to see leading companies committed to sustainability.
At first, I was excited to see this ad for eco-friendly furniture. Then, upon reflection, realized that the ad was just not well conceived. They have a great story, but the average consumer is simply not going to invest the time to read this very dense ad. We need marketing and communications that speaks and convinces the masses that they need to buy sustainable, environmentally sound products and services. This ad unfortunately speaks only to the already converted.
