Senin, 27 Juli 2009

[] Understanding The "Green" Movement in Your Marketing Efforts

has posted a new item, 'Understanding The "Green" Movement in Your Marketing

Companies, cities and individuals are getting involved in the green movement.
They are doing there part to keep the environment healthier by reducing humans'
impact on the land, using recycled metals and nontoxic substances, organic
gardening, adding more green space, building using environmentally friendly
materials and more.
An increasing number of businesses are beginning to see it as a market
advantage, especially when you consider organic foods is one of the fastest
growing markets.
Here are some reasons that organizations and businesses have moved in that
* Employees care
o According to a recent survey by progressive community network Care2, 48
percent of employees say they would work for less pay, if they could work for a
socially responsible company. And they would work hard; according to the survey
40 percent of employees would be willing to work longer hours for a job at a
socially responsible company.
* Research dictates they need to be concerned
o Turner Construction company conducted a study that revealed more than 70% of
executives believe that green buildings enhance student performance.
* Environmental groups are forcing companies to become more responsible
* Due to pressure from environmental groups, now the top 30 banks have stopped
funding environmentally and socially irresponsible corporations and have become
more "green."
* Competition from other environmental activities pressures companies to change
their marketing initiatives
* Levi's is introducing its 100% organic jeans this fall.
* Nike is making organic sportswear and talking about becoming a responsible
* A growing number of retailers are experimenting with more environmentally
sensitive and energy efficient stores.
* McDonald's started serving Fair Trade Certified(tm) coffee in 658 of its
restaurants in New England and Albany, NY. These locations switched 100 percent
of their coffee products over to Fair Trade Certified(tm) organic coffee from
Newman's Own Organics, roasted by Green Mountain Coffee Roasters. They started
this as a regional launch and with a goal of expanding it across the country.
Even more so, companies are starting to recognize that they need to be
concerned with the triple bottom line-how they make decisions based upon the
economic, environmental and social impact.
Unfortunately, the majority of people believe that green marketing refers
solely to the promotion or advertising of products with environmental
characteristics. This is only part of the equation. Green marketing incorporates
a broad range of activities, including product modification, changes to the
production process, packaging changes, as well as modifying advertising.
Here are some of the things you can do to incorporate the green movement into
your marketing efforts:
* When manufacturing your products - consider using recycled materials for
packaging and incorporating organic fibers or other materials. Once you have
changed the way you manufacture, then make sure to make people aware that your
product packaging or materials are made using natural materials that do not harm
the environment.
* When renovating or building new - consider choosing alternative,
environmentally sound building materials and using more insulation to minimize
energy use. Make people aware that you're a company who practices socially
* Designate a place to recycle for both your internal and external employees as
Staples does. They promote recycling programs at its stores for printer
cartridges and consumer electronics.
* Identify local and global causes where your company and employees can get
involved and make a difference in the environment. o Consider the efforts of
Clif Bar Co., which was aware of scientific predictions of global warming and
how it would diminish the snowpack by up to 70 percent in western U.S. coastal
mountains over the next 50 years. Last winter, it launched a campaign to help
ski resorts, skiers and snowboarders combat global warming. Research dictate
consumers care about the environment. Even in the Midwest, consumers feel the
same-eight-four percent of general consumer population indicate they care about
protecting the environment, according to the Ohio Health and Wellness Research
Report(c), a research report by The Marketing Insider found in its August 2005
survey of 1,100 consumers in Ohio. They want to know that companies care as well
and the only way they can know is if you tell your story.About the Author
Colette Chandler can help your business market to the emerging green consumer.
Learn more about her October seminar at - Houses prices in the UK have
gone through the roof (no pun intended) in recent years as demand is
outstripping supply. Can eco homes make a difference?First, lets look at the
demand on housing. Over the previous decades people have started to marry later
in life, get divorced more often and live longer. All of which have meant an
increase in single person (and parent) households ? either by choice or
situation!The increase in the general population (now 60 million in the UK for
the first time) has been aided by an influx of Polish and EU immigrants in
recent years that has lead to further pressures of housing, although it has to
be noted that they tend not to live in single households and live in shared
households to keep costs low. Immigration and the demand on housing has been
highlighted by the British National Party and the other far-right wing political
parties in the UK.But, if you fly by air over the UK you will see miles and
miles of beautiful countryside, so is it that people choose to live in crowded
cities not realizing that space is plentiful in the countryside? The problem
with country homes is the lack of amenities and the high prices due to the
beautiful location and this is not helped by those rich city people that have
bought second homes in the countryside and only visit at the weekends and
holiday times. This pushes the prices up for the current village residents that
may not have the incomes to match the rising house prices. This often leads to
resentment by local residents as some villages in the UK are half empty though
out the winter and non-holiday times leading to local facilities such as shops
and pubs closing down.Some people are now living in caravan style homes and
buying flat pack homes are increasing in popularity due to the cost savings
involved. Houses made of straw are another eco method becoming popular due to
its insulating properties. Other schemes involve two strangers buying a house
together so that they can get a foot on the housing ladder. Some housing
associations allow you to buy a percentage of the home 25-75 percent normally
and then pay rent until you can afford to buy the remaining share. This would be
a good deal for the housing associations as they could recover the cost of the
build via a 75% cost sale and make money on a weekly basis due via the rents.
Then again, they could just make a profit by selling 100% of the house and they
wouldnt have the administrative duties of collecting the weekly rents. Maybe
this is something the government could make more attractive to house builders in
the way of tax incentives to help first time buyers get on the housing ladder.I
am lucky in that myself and my partner earn enough to buy our first home but
still money is tight and I just hope that interest rates dont continue to rise
which could make it difficult for us and thousands throughout the UK that
already struggle with high mortgage repayments due to the increasing prices. I
sometimes wish that I had trained as builder then I would never be short of
work?.or money!About the Author: I work with the Green and Ethical directory .This growing green resource lists 100s of Organic, Fairtrade,
Eco and Ethical companies, Jobs and Article

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