What’s the difference between sustainability and environmentalism? Even more, how can I communicate this to my company and get them to pay attention to what customers are asking for?
I recently spoke with David Clark who is a sustainability consultant, so I was excited to hear his thoughts on how I could communicate this “green fad” to my company. Of course sustainability and environmentalism all mean different things to everyone. David Clark considered this in his suggestions. He shared three considerations including being authentic, curious and listening. So listen up!
Now we have suggestions to frame a conversation, but how do I get my company to start the chatter? Clark reminded us to recall our own paths of awareness with green initiatives. Sure, but how do we then translate that to business talk? Well, we need to get our companies attention and keep it! With this in mind, I think we lay out a marketing plan that captures the strategy, tactics and “what’s in it for them?” Ask questions, determine needs and develop solutions. It’s simple, if the company is concerned with cutting costs, then focus on savings with lower energy costs. Or, if it needs to increase its bottom line, show how “going green” will resonate with its customer base and drive sales. Whatever the need is, we all know the company will need data. So the great news is there are many companies “going green,” we can look at them to create a killer case study. Check them out!
Companies Going Green
Apple customers asked for “green” and Apple listened!
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