Your Public Environmental Presentation

Posted by Rahna on March 13, 2008 under Uncategorized | Be the First to Comment

Environmental awareness has gone so much beyond an intellectual argument over the verity of Al Gore’s documentary.  Regardless of your political leanings,  as a marketer, you cannot ignore the business impact of your consumer’s perception of your environmental stewardship.   

Some companies are going out of their way to offer eco-friendly products or deliver services in a way that uses less energy, produces less contamination, or leave less of an environmental footprint.   

And those companies are reaping huge rewards.   

But what if you are one of those companies not doing a lot?   

As a marketer, it is your job to present your company in the best light possible.  I have seen clients who do not think much about what they do or don’t do because it is not important to them personally.  It does not matter what you think personally.  It’s all about what your customers (or potential customers) think.  And today’s consumer is willing to travel an extra mile down the road, or pay a slight upcharge, or put up with a small inconvenience if they know they are supporting a company, a product, or a service that promotes environmental friendliness.   

As the marketer in the company, it is your job to fiercely defend the most positive stance your company can support (or add new programs so that stronger environmental statements can be made)!  Turn over stones, look long and hard to find what your company is doing.  Do not settle for some namby-pamby answer– push deeper.  Make sure that you are making as aggressive a statement as possible, because guaranteed…your competition is.