While McDonalds used to be the company that everybody hates for their reckless behavior toward the environment, they managed to turn the tables. Today, they have turned to a greener road and they are trying to clean up their act.
McDonalds is even working in collaboration with PETA in order to make more humane and friendly environment (money.cnn.com, 2004).
Going green is definitely good for the environment and people appreciate it. However, you should definitely use this as a marketing strategy, but make sure it is also a ‘green’ one.
If you want to have a green business, you need to make sure that all your employees are aware that it means some serious changes at their working place. They all need to know your vision and mission and they need to act accordingly. This means recycling, water saving, paper saving and every other thing that you do in order to be more eco-friendly. Moreover, they need to be educated in that way, so that they can act as the representatives of your green business at all times.
Words on the paper and on the TV mean little if you do not deliver on them. Different people see being “green” in a different way. Therefore, make sure that you are clear about what you are going to do and keep your word. For example, stating that you have a 100% green business may come off as dishonest if you are using a lot of transportation vehicles or import raw material from very distant countries. However, if you offer a real fact, something like – we reduced our water consumption by 20% this year and we’re decreasing it even further – you are offering something honest and true.
Adjust Marketing Strategies
Go online, master the social media and make a blog. This will have a big impact in terms of marketing and it uses the least of the resources and does not hurt the environment. Give your employees a chance to get some network marketing training and try using it to promote your business. The same goes with organizing charity events and actions and initiatives to clean a part of your neighborhood. All those strategies do not hurt the environment and they have a very good response in the public.
Improve Your Processes
Go through your business processes and figure out ways to make them greener. Increase the use of recyclable materials, make sure that you save water and energy in any way possible. Reduce the use of paper and switch to digital communication anywhere possible.
Make sure that your raw material does not come from too distant parts of your land and try to improve the local economy.
Advertise Your Green Agenda and Be Open to Suggestions
Make your green agenda visible to everybody. You can publish all your moves and actions through your blog and your social media accounts. However, invite people to help you become greener. Let them point out your flaws and things that you can do better to save the environment. People will have the feeling that their voice matters and you will get some great ideas on how to improve.
Going green is not always cheap. At times, it means spending more money on equipment and processes. However, it can also be very frugal and it can attract a lot of clients. People are more and more interested in green businesses and they tend to trust them more.
Dan Radak, the author of this article, is a web hosting security professional with ten years of experience. He is a coauthor on several websites and regular contributor to BizzMark Blog. Currently, he is working with a number of companies in the field of online security, closely collaborating with a couple of e-commerce companies.
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