It’s easy being green

Despite what Kermit might have taught you – being green is easy. It’s not just easy. It’s imperative. We are in a new age of business practice – social and industrial change is taking place at a global level. Sustainability is to industrialisation what the Renaissance was to the middle ages. If you don’t move with these changes you are in danger of being left behind.  

The Climate Change/Global Warming debate is heating up – there is undeniable evidence that the world is heating up. This evidence has been linked to human behaviour – whether we’re to blame or not is irrelevant. Sustainable business practices are best practice – and in the long run they may save you some money. Looking after the environment is a job for good corporate citizens – from the board of directors of mining firms through to the one man waste disposal service – everybody can, and should, take responsibility for the environment.

The Stern report pulled the debate on climate change out of the environmental sphere – and into the realm of economics – counting the cost of our flagrant disregard to the world around us. There is now an economic reason to care for the environment. It costs too much not to.

Green is the new black…

At the time of writing that particular phrase occurs 176,000 times on google. “The new black” is a marketing catch phrase for identifying new fashions and trends. In an age of corporate and individual responsibility “green friendly” business practice is the new marketing wave.

Marketeers know that its almost impossible to identify what works when it comes to advertising. Linking results directly to advertising campaigns is a difficult science. There’s an old saying quoted in marketing seminars from coast to coast – “I know half my marketing works, but which half?” This is the prevaling attitude in the cut throat world of advertising. Major “creative” companies always riding the cusp of the “next big thing” – viral campaigns, guerilla campaigns, web 2.0… the streets of advertising world are littered with discarded successes and abject failures. Campaigns designed to create a buzz. To resonate with the buyer. To excite. To get the word out. To differentiate a product from its competitors.

 Using environmental awareness as a point of difference when it comes to advertising is the ultimate win-win deal. Cynics will suggest incorporating environmental sustainability into your marketing is simply a PR stunt designed to boost market share. There’s some truth in this. While sustainable practices will distinguish your business from your competitors and give your marketing a green tinge - there’s the added bonus that you’re actually doing something responsible when it comes to caring for the environment. In this changing climate of business practice it pays to be “green.”