Communicate Your Green Message – Everyone Cares!
Being green is not only the current trend, but it is also the best way to ensure a long lifespan for your business, your family and your planet. Companies now have a chance to “do the right thing” while improving the planet. And, it’s not a lot of hype. In fact, several studies have shown that while it may appear to be a bit more costly to implement green activities in your everyday business practices, not only do those efforts reduce your expenses in the long run, they actually help to improve your corporate responsibility profile, thereby improving your brand with current customers and potential clients, while also working to improve life on our planet.
Improved brand + Improved planet = Increased revenue stream.
But, if you’re not talking about your “green” programs, people will assume that you’re not. Moreover, people, customers and clients in particular, do care. If you’re green, tell somebody!
One of the biggest challenges that green companies face is effectively communicating to people that they are in fact green. Several large and small businesses are concerned that if they identify their green practices, consumers will then fault them for other business practices that are not yet green. Don’t worry! By demonstrating your commitment to moving the needle, to reducing your carbon footprint, to reducing your contributions to non-biodegradable waste, etc., your customers will applaud and appreciate your efforts. They may even start singing your praises and become your advocates. And, who is better for customer retention and acquisition than excited and satisfied existing clients – no one.
So how do you tell the world that you are green? The answer is simple – track your efforts, their impact and then tell somebody. Without tracking and measurement, all communication is just hot air. As you track your efforts, tell people. Tell your employees, tell your friends, tell your family members – and tell them through all forms of media, online, in person, via email, on the phone, over drinks, at dinner, brochures, blogs, websites, you name it. Don’t be shy. This is good news! You’d be surprised how much traction a basic message can achieve when there are measureable actions that make a difference. Your message and your business will become viral before you know it.
Make it plain. Say it always and often. Incorporate your green messages into your everyday business practices so that you and your employees know what you’re doing, why you’re doing it and how you are making a difference, in your business, your personal life and the lives all everyone that your business impacts.
So what are some basic steps to becoming green?
1. Recycle your toner and ink-jet cartridges – try your local Staples
2. Reduce your travel footprint with videoconferencing and teleconferencing
3. Print on recycled paper
4. Print double-sided at ALL times
5. Print on the back of used documents for notes and internal/personal handouts
6. Replace traditional light bulbs with eco-friendly, CFL bulbs
7. Turn the lights and appliances off when not in use
8. Unplug appliances at the end of the workday
9. Reuse shipping and packing materials
10. Rent a hybrid car when traveling – higher rental cost, but lower gas expense
11. Donate old eyeglasses
12. Donate gently used shoes, clothing, books, toys, appliances, furniture, etc.
13. Eliminate Styrofoam and one-time-use cups from the break room – bring your own mug to work
14. Measure your carbon footprint
15. Reduce, reuse and recycle
