Turning Green into Green?

Green is hot. And in honor of National Cleanup Weekend this month, why not discuss its impact on marketing?

Using a product or service that is green means it is better for the environment. We’ve all undoubtedly seen an ad or a marketing effort all in favor of being green. But does it sway your purchase decisions, or just make you more aware of your own lifestyle and personal choices? Is going green just a marketing tactic, and can it really make a company more money?

According to Ipsos Reid’s study conducted on behalf of Icynene, seven in ten Americans either strongly or somewhat agree a company advertising their product or service as green, is just a marketing tactic. The study also found that about 44 percent of Americans are not willing to pay more upfront for green building products.

So why are so many companies going green? According to Worldpress.com, green is an emerging product category and many consumers are not fully committed to the green buzz - yet. Going green is not just about the products, it is about social cause. Companies believe their efforts will create enough buzz to attract potential customers to jump on board, or they hope so at least.

One company that has received a lot of attention for its green efforts is General Electric. GE has made four commitments to create green by staying green. One of their four commitments is to “keep the public informed,” to do so they promote a free exchange of information, ideas, comments and constructive criticism on their web site Ecomagination. Check out their marketing strategies.

Is your company ready to “go green?” Do you have some things that you already practice on a regular basis that are considered good for the environment? Here are some quick things your company can do to create some green by saving some green:

• Recycle!
• Think of ways to travel more effectively. 
• Switch your light-bulbs to more energy efficient ones and turn off the lights when you leave a room.
• Turn off your computer and the power-strip at the end of the day.
• Think before you print. Print only what you need.
• Re-think your commute. Can you carpool?
• Put a plant at your desk. Plants absorb indoor pollution.