It’s the latest trend for blue chip companies with hefty marketing budgets to flaunt their green credentials in an effort to attract today’s more conscientious consumer. These companies are taking advantage of the current swell of public interest to promotethe supposed eco-credentials of everything from the latest 4X4s to, would you believe it, airlines.
While some of these companies appear to have a genuine interest in the environment, others it can be said, have simply jumped on the latest marketing bandwagon, ‘greenwashing’ their products and services to appeal to modern consumers.
True enough, an environmental and ethical policy can boost your company’s profile and improve its image. This trend will continue to grow as we see more consumers opting to buy from businesses they deem more socially responsible.
But, if companies are going to market the ethical or green initiatives they are involved in, they must be prepared to prove the merit and validity of their words and carry them through.
Today’s consumers are increasingly sceptical about business’ claims and those companies revealed to be merely jumping on the environmental bandwagon with tokenistic gestures will be met with a justifiably frosty response.
Your desire to make positive changes needs to be genuine and not based on empty promises. Your approach needs to be honest and somewhat modest. You should know your limitations and make them clear to customers from the start. People don’t expect you to change the world on your own but they will expect you to do what you can.
I’ve seen companies of all different sizes falling into the trap of doing something because it’s fashionable and passing it off as ethical business practice. But in the current climate of change, people are becoming more and more sceptical of companies’ eco claims.
Businesses may get away with greenwashing at the moment, but they’ll soon find that as their claims are analysed and reviewed, it’s in their interest to invest more deeply and genuinely in ethical and environmental policies.
The truth is it’s often the less glamorous options that will make a genuine difference and while this may not make as good a PR story in the short term, in the long run the authenticity of your actions will boost your company’s profile.
Lastly, don’t be fearful of change. If done properly, making your company more environmentally friendly will benefit your business as well as the environment.
J. S. Gulati
EntrepreneursofIndia.Com
Entrepreneurs can change the World!!😊👍
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