Going Green Is A Great Way To Market Your Business Startup

If your startup is making environmentally sound decisions

, going green should be an integral part of your marketing plan. Consumers are becoming more aware of green standards, and identifying your company as an environmentally friendly resource will enhance your image and, possibly, your bottom line.

Recent studies have shown that more than three-quarters of American consumers are very concerned about the environment, and it is estimated that 30% of US adults qualify as green consumers. This trend is particularly evident in the rapid growth of startups focusing specifically on green consumers. These consumers are looking to reduce their own environmental footprint through easy choices -- purchasing organic foods, making small changes (lightbulbs, etc.) -- anything that enhances their self-acknowledged concern for the environment. Given the choice between two similar options, a large portion of consumers will choose the company that is at least attempting to go green.

In terms of your marketing messages, green consumers tend to be doubtful about dramatic claims of environmental protection, but are also pretty unsavvy in general about what it means to be green. Both of these tendencies can be to your advantage. Any moves your business makes to save energy will save the company money, but they can also be promoted and explained as environmentally sound to your potential market. Add a "gone green" page to your website that explains the measures you have taken and how they positively impact the environment.

Avoid developing entire marketing plans around your environmental consciousness. Even green consumers are driven by the classic marketing tools -- price, quality, and convenience. But, given a choice between two products perceived to be otherwise equal, green consumers will choose the one that seems to be more inclined toward their environmentally aware self-image. Add a "green product" label where appropriate, but maintain your marketing focus on the benefits and quality of your products.

Many metropolitan areas boast networking groups or trade associations focused on green businesses. Joining these groups will increase your marketing opportunities, as the other eco-friendly ventures will be excellent opportunities for cross-promotion. In addition, networking with members of these groups can help you find other cost-cutting measures that will also enhance your green image.

While increasing your customer base and protecting the environment are good reasons to adopt green business practices, the biggest benefit will be to your company's bottom line. Choosing to reduce waste will cut costs of removing the waste -- a significant break especially if your company produces any hazardous or toxic waste in your work processes. Even minor energy-saving alterations can save a surprising amount in utility costs each year, typically far more than the efforts cost in the first place. Many green policies will also have the beneficial result of improving the productivity and efficiency in your workplace. Using less paper means less filing and less storage, and digging through well-organized electronic files takes far less time than wading through reams of paper records.

Going green can enhance your marketing messages and improve your standing with green consumers. But more than that, making eco-friendly decisions for your company will ultimately benefit your profitability and overall productivity.

by: K. MacKillop

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