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Marketing an Authentically Green Business
The First Step is Credibility
There is one trend that seems to have enduring value. The environment is not an easily resolved concern, and climate change is an emerging issue that has long term implications. Yet, there are those who seem to have hesitation about the true impact of these issues on their business. Rather than embracing this as an opportunity, the default position is to go toward a “Token Green” or “Easy Green” status. The lesson yet to be learned is that Going Green as a business shows leadership, integrity, and public concern. These are aspects of public perspective that can be faked, but not for long.
Token Green refers to the rather universal tactic of doing only the minimum required to thereafter dub themselves a Green business. Such timid efforts to represent a Green business on the most superficial efforts will eventually fall prey to the same embarrassment as the “Emperor’s New Clothes.” It is adverse marketing to make claims as a Green business when the commitment level is about the same effort as planning the last company picnic. We are all familiar with the saged remark, “If its worth doing, its worth doing right!” This is definitely true of the environmental issues of our day. No business should claim to be a Green business using token Green tactics. The need for an authentic Green business certification is the smart choice to curb abuse and misrepresentation by any good business.
Easy Green comes from the new and novel offerings that allow a business to gain a Green business logo from an amateur operation. As a child, who hasn’t bought a plastic badge and pretended to be the sheriff? What child hasn’t put on the shoes and clothes of their parents pretending to be “all grown up.” Who of us hasn’t bought a watch or piece of jewelry thinking that these items have improved the opinion of others about who we are? Buying your way into a program is not the same as earning your way to pubic respect. Therefore, it seems basic intelligence to avoid the Easy Green programs and elect for something that has obvious merit.
The obvious choice for any business is to work toward an “Authentically Green Business.” This authentic status means that Green is not superficial nor a one-time effort. Such authenticity starts with the understanding that Green is progressive. A serious program does not happen once or in sporadic efforts. It is a kind of behavior modification effort that pervades the total business operation. The effort is not a token or an easy buy in. The value is found in the willingness to demonstrate a whole-hearted commitment to become an authentically Green business.
The marketing aspect of an authentically Green business is obvious. The Green business certification can be validated by audits, national standards, and an ongoing program of operational improvement. The one program that offers this level of Green business certification that reflects a full scale commitment comes from the Green Business League. This program provides professional guidance and nationally recognized through more than 250 Certified Green Consultants. Using a 100 point systems that is accomplished by the adoption of a variety of Green Practices to literally earn a Green business certification that is audited and honest. That is something worthy of marketing and promoting to the consuming public.
Marketing, as we have been told, comes from an understanding of branding. Building your company’s public reputation on Token Green or Easy Green efforts is an incredible mistake. Knowing that there is a way to implement a Green program that can be validated and certified is the starting point for the Green marketing that will follow. Once the foundation of the marketing plan is in place, a public relations campaign has the legs needed to gain public support and loyalty.
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