As we create and market products and services to eco-conscious
consumers, it is imperative that we keep in mind that our consumer, the
deep green buyer, may be among the most fickle and at times unforgiving
segments of the wider market.
And
for a truly green operation, that is not a bad thing in any way.
The cardinal sin among green companies is to be accused of
greenwashing. If a company casts itself into the LOHAS (Lifestyles of
Health And Sustainability) market arena by making claims of
sustainability, organic ingredients, responsible practices,
environmental friendliness, recycled content, etc., that company must
expect to be held to a much higher standard. A single misstep in or
half-truth discovered can easily do extreme and far-reaching damage to
the reputation of a company. On the other hand, if a company is
consistent in their green efforts, and truthful about their operation,
the green buyer is apt to be uncommonly loyal.
The Answer Is Truthfulness And
Consistency
You are better off admitting that sustainability is a process that your
company is committed to. Consumers, even green consumers, are practical
and intelligent. No one expects every company to have zero carbon
footprint or to ship products only by bicycle. No company is perfect,
but an evident commitment to doing better, to meeting challenges, and
to doing the right thing is vital. Above all, do not lie about your
environmental record or company activities and be consistent in your
commitment to your green vision.
Dennis Salazar of
Salazar Packaging,
a supplier of recycled content packaging and shipping materials puts it
this way, "We often talk with our customers about maintaining
eco-consistency, which basically says if we are going to sell to and
ship our green products to a green customer base, we have to be green
throughout, not just on the surface. Our eco-minded customers
scrutinize everything we do and if we give them any reason to doubt our
own commitment to green, or if we even hint of green washing, we may
lose that customer forever. Call it eco-consistency or 'walking the
walk,' it is much more important for us than for our non-green
competitors."
Consistency involves making efforts toward greening your operation
throughout. If you print flyers, use recycled content paper and label
it as such. If you send out catalogs, give customers the option of
receiving your sales material by HTML email. Consider moving to fuel
efficient or hybrid delivery vehicles. If you ship product, use
recycled content shipping materials. Receiving an organic hemp t-shirt
packaged in a pound of plastic wrap and Tyvek mailer is an
inconsistency in your operation that a growing number of consumers will
notice.
Often, doing the right thing for your green business will also be good
for the bottom line. Fuel efficient vehicles and electronic catalogs
can save money. In other instance, the greener option is an economic
wash. "When it comes to green shipping materials, our prices are
competitive to other similar products. It took some time and investment
to get there but we are now buying our green materials as well as
anyone in the industry, including the big, non-green internet packaging
sites."
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Save Money:
Please
note that Salazar Packaging has generously offered a 10% discount to
GreenBusinessOwner readers through August 31, 2009. Enter promo code
"GBO" (as in GreenBusinessOwner) when ordering from their on-line
packaging materials store, GlobeGuardProducts.
Mr. Salazar has also promised a gift to any new customers who take
advantage of this promotion.
