DOING OUR BEST TO LESSEN THE DESTRUCTIVE HUMAN INFLUENCE ON EARTH IS THE LEAST WE CAN DO TO GIVE A BRIGHT FUTURE FOR THE GENERATIONS TO COME. THE PUBLIC IS BECOMING MORE AND MORE RECEPTIVE TO IT. WHAT WAS ONCE LOOKED AT AS A NICHE MARKET, GOING GREEN WITH GREEN DESIGN HAS (FORTUNATELY) BECOME MAINSTREAM AND AFFORDABLE. THE CHALLENGES SET BEFORE US ARE PROBLEMS THAT CAN BE SOLVED BY ENGINEERS, INNOVATORS, ENTREPRENEURS, AND EVERYDAY CONSUMERS.
Some consumers are still skeptical if the green color scheme on a product means they’re actually green, or if they’re using the green macro trend for solely personal gain. Green is universal -from small towns to big cities- so it’s hard to discern who’s authentic with their green-claims to ensure the customer’s money isn’t going to a lost cause that actually isn’t environmentally friendly.
But recently, investing in green technologies has been proven to drive cost out of a business (and revenue into it) while also holding market-power capable of winning over doubters…so it makes sense why so many companies are turning to green integration. In the food and drinks industry, only five green brand products were launched in 2002.
Fast forward to 2007, and that number’s increased to 328. There’s been a huge spike in greenwashing over the last decade and a lot of that is owed to the public’s awareness of sustainable development and a commitment to a more responsible lifestyle. Terrachoice Environmental Marketing issued a report noting a 79% increase in the corporate greenwashing between 2007 and 2009, so you can imagine this strategy only continues to grow now.
“In the food and drinks industry, only five green brand products were launched in 2002. Fast forward to 2007, and that number’s increased to 328.”
Majority of societal change has rested on public demand and it’s clear the market is serious about their sustainable intentions and behavior. A high interest in detailed information about products or services, paired with legitimate product labeling, has shaped the responsible shopper to encourage society (and its industries) to continue down the green path.
So here we are, in a time when finding alternatives and making them function is considered cool and trendy. The auto industry’s recognition of fuel efficiency and environmental change is a definite step in the right direction, but an overall makeover of all industries seems necessary if we really want to make a positive impact. Guidelines for sustainability have been set, and it’d be helpful to your brand to understand them:
- Reduce the amount of materials required for production and use recycled post-consumer waste.
- Keep your end-product biodegradable; or in digital form instead of print
- Embrace the green route, and show it throughout your products and marketing efforts.
The biggest polluters (auto and aerosol) have been forced into a corner where they’re demanded to provide alternatives and solutions to the sources of pollution they cause.
“The public expects car manufacturers to step up and present technology in order to respond to [global warming] concerns”-Nissan CEO Carlos Ghosn
For everyone else, it’s about being a part of the frontline through innovation and accessibility to guide your brand’s transition into new markets of activists, responsible consumers, and eco-smart parents.
It shouldn’t be hard to convince you that your brand should keep an eye on this macro trend. Not only are you helping protect the environment, but you’re bringing a forward-thinking mindset that customers appreciate.
Bring thrill to sustainability and make a real difference in the world while you’re at it. Green fuels innovation, and by making your product or service more sustainable you’re only doing better for your brand and the world around you. Fix your focus on how your brand can make a difference and lead with it.