Is green a part of your marketing strategy? If not, it should be. Consumers are increasingly interested in environmentally friendly products and services, according to the latest market research. In a survey conducted by OnePoll, half of respondents said they wouldn't shop with a company that they didn't perceive as being sustainable.
For many business owners, relying on green products and services as a key business strategy may not be an option. However, if you're already competitive in terms of price, quality and performance, promoting your sustainability can help increase your market share among the growing number of consumers concerned about the environment.
How can you effectively promote your business as eco-friendly? The following tips can help.
Walk the green walk
You have to do more than just talk about being eco-friendly. According to Cone Communications, eight out of 10 customers don't believe companies are meeting all of their environmental concerns. To build trust, spell out exactly how your business is reducing its environmental impact.
What are consumers looking for? According to the OnePoll survey, 85% of respondents said that recycling is very important to them. Packaging can also play a roll in purchasing decision — nearly 70% of survey respondents said they look for products with less packaging. Organic products and those made from recyclable materials are also gaining in market share.
Emphasize the personal
Although potential customers may be concerned about the environment, green products and services often cost a little more so it helps to promote the personal benefits they may receive. For example, organic foods or green cleaning supplies may be safer and healthier to consumers because they're free of pesticides or toxins. Energy efficient products may cost less to operate or last longer than standard models. By focusing on the personal as well as on the planet, you can have a winning sales strategy.
LADWP has a variety of resources businesses can use to reduce their carbon footprint, protect our water supply, and make Los Angeles a greener, cleaner place. Check out our Go Green resource page to help you identify ways your business can positively impact our environment.
Get certified
Green labels and certifications provide consumers with evidence your products have been tested according to a set of standards. When purchasing an environmental product, 81% of shoppers are likely to be swayed by eco-labels, according to Cone Communication. Labels such as ENERGY STAR® and Green Seal can help your products stand out. Use the labels in your packaging and marketing materials to help consumers make educated choices.
For building owners, green building certifications, such as ENERGY STAR and LEED will help demonstrate your commitment to saving energy and reducing your environmental impact.
