Unconventional Ways to Promote Your Eco-Friendly Company
Going green isn’t a fad. Businesses everywhere are warming up to the eco-friendly approach in their operations, using recycled or renewable resources and reducing energy consumption and waste.
On top of that, they’re making sure their target customers know about what they’re doing, thus leading the way to a better future and a healthier planet — safeguarded by businesses and consumers alike.
But this joint effort might not be enough.
It appears that the greener the product, the higher the cost. And consumers are taking note, citing cost concerns as a major obstacle to their much-coveted green lifestyle.
Indeed, most of them are unlikely to make a purchase unless prices go down. However, planet-positive brands do have some leeway when it comes to pursuing their eco-friendly efforts.
Turns out, consumers would buy an environmentally conscious product if there was a cost-saving link to it. They’re also more inclined to perceive a company more favorably if they promote eco-friendly initiatives.
So, can you fast-track sustainable value?
You can and you should. Consumer trends might be slow to pick up, but your brand definitely needs to be positioned to get their attention.
After all, 89% of consumers of consumers already make efforts to live sustainable lives by recycling goods and reusing plastic objects or buying at least one green product. The willingness to adapt is there.
It's time to educate your audience on the benefits of using green products and watch them convert into loyal customers.
Luckily, these four brands got a head start and have turned their environmental consciousness into a great focus of their business.
The key to their success?
They’re working on both the sales and consumer perception fronts. If you’re still considering unconventional ways to promote your eco-friendly company, these organizations might be an inspiration.
The company takes the well being of future generations to hear — from laundry detergents, soaps, and other cleaning products to baby diapers, wipes, and more — they’re doing it all in an environmentally conscious way.
It’s all in the hope of a "redefining clean," as they put it.
The Come Clean initiative fights for regulations that would compel manufacturers of both consumer and industrial cleaning products to reveal all added ingredients on their product labels and websites.
Put simply, this means that hard-to-pronounce additives will be visibly featured on the packaging to make you aware of what you’re exposed to.
Seventh Generation also successfully takes down the stereotype of the expense linked to eco-friendly products by pricing their items competitively with other brands. Customers will not have to spend considerably more to buy products that are safe for the environment and their families and pets.
Because Seventh Generation puts the protection of its customers first, they’re committed to invest additional time and resources into the research and development phase to make sure that their products reflect the quality and purpose they stand for.
The well-known outdoor brand Patagonia is not just popular for its long-lasting outerwear. They are also a significant player in the Go Green movement.
Their purpose is clear, but what sets them apart is their transparent approach.
Not all of their products or manufacturing processes are entirely eco-friendly, but they own up to that fact and disclose their use of fossil fuels to produce the shell of their coats.
In the meantime, they continue to look for alternatives, while leading a variety of initiatives to decrease their carbon footprint and explore more sustainable ways to create high-quality products. Insisting on transparency means that they are aware of their environmental impact and are not disclosing the reality of climate change.
Additionally, Patagonia donates 1% of sales to an Earth Tax, which supports environmental organizations around the world that tear down dams, rebuild forests, preserve endangered species, and encourage sustainable agriculture practices.
Meanwhile, they’re researching alternatives to turn their facilities more eco-friendly through LEED certifications and employing renewable construction materials.
The best part?
They’re paying it forward by extending their green efforts to their environmentally-conscious customers and employees.
One example is The Employee Drive Less Program gives monetary incentives to employees that choose to carpool, take public transportation, walk, or accept any mode of transportation besides driving alone. And they’ve instated an environment-friendly return policy so their customers can bring back any worn-out products to their stores to be reused or recycled.
Keurig is another company that’s well set on the sustainability track. They might not be 100% green yet, but they’re getting there.
To activate their purpose to be a conscious brand, they made a commitment: They plan to improve the way customers dispose of their K-Cup pods.
It might not seem like much, considering that most of their pod types are already recyclable. But consumers have to hold up their end of the bargain as well by actually recycling them.
That's why they plan not only to better educate consumers on how to dispose of these items but turn all of their pods recyclable by 2020.
They also have a Keurig Recycling program in place for areas where you cannot recycle the plastics used for the coffee pods, encouraging you to send them back to Keurig in exchange for a discount on the next purchase.
Besides improving their product packaging, the company has procedures to source 100% of products according to authenticated sourcing guidelines, which would guarantee that materials are collected in an eco-friendly way. To reduce waste at manufacturing and distribution centers, Keurig plans to achieve a zero-waste-to-landfill status to reduce its carbon footprint.
The furniture and home goods giant stands for something bigger than what they sell. They use several renewable energy sources and waste control methods to give back to our planet and its customers.
Through their sustainability plan called “People & Planet Positive”, they state that consumers should not have to decide between design, functionality, price, or sustainability when buying a product. Their product lines are made through eco-friendly practices and their sole purpose is to encourage customers to live a more environmentally conscious lifestyle.
And they sure know how to lead by example - IKEA was the first significant retailer to sell exclusively LED bulbs and lighting fixtures in their stores, and they employ only these types of bulbs in their facilities.
In the U.S., 90% of their buildings have solar panels placed, and they also own two wind farms in Texas and Illinois that produce 3-4 times the renewable energy required to power these locations. To further neutralize CO2 emissions, they’ve planted 2.4 million trees in American forests and only transfer about 15% of waste to landfills.
But they’re only getting started.
Today, IKEA is striving towards 100% renewable energy through their wind farms and solar panels as well as sourcing wood from sustainable locations.
Join The Movement
These are just a few of the many examples of how to promote your eco-friendly business and how to be a part of the Go Green movement.
This unconventional manner of influencing how consumer products and services are manufactured and delivered has a resounding effect on the way consumers perceive your company.
From eco-friendly packaging to waste and energy cuts to alternative energy sources, these environmental-friendly brands are using a notable portion of their revenue to research ways to operate more sustainably and connect with their respective target audiences.
Based on these efforts, one thing is clear: you shouldn’t view your customers from the transactional perspective.
They’re part of a larger community that looks out for the greater good of our planet and future generations. They expect a high-quality, ethically sourced product.
They factor your supply chain, manufacturing practices, and the environmental impact of your company into their buying decisions.
It's time to make sure they buy.
These unconventional ways to promote your eco-friendly business will raise awareness of the changes happening to the environment, while highlighting what your business does to effectively slow down the effects of climate change.