Increasing numbers of businesses, both small and large, are jumping on the 'green bandwagon'. Find out how a company can make its mark as an eco-friendly corporation

Most business owners, whether they are advocates of environmentalism or not, hope that by making their company more sustainable they will attract more customers and, ultimately, increase their profit margins. This is to be expected and can hardly be criticised. However, it can be easy for companies to make the wrong move or say the wrong thing, resulting in a negative backlash that can be hard to recover from.

Avoid ‘Greenwashing’

‘Greenwashing’ is used to describe the attempt, by some corporations, to convince their audiences, largely through marketing, that they are environmentally friendly when they are not actually doing very much to make a difference.

Oil giant, Shell, has come under a huge amount of fire lately for using their sponsorship of Britain’s most prestigious wildlife photography exhibition to ‘greenwash’ their environmental credentials. Shell stopped sponsoring the exhibition, after intense pressure from groups such as Friends of the Earth and WWF, as well as from the general public. Companies such as BP, General Motors, Novartis, Reebok and Starbucks have also been criticised for exaggerating their ‘green’ strategies.

The moral of the story is clear. If sustainability is to work as a part of a business then corporations must practice what they preach. If a discernable effort is made to introduce systems and processes that will reduce a company's impact on the environment, consumers will both respect and appreciate that company. Honesty, effort and transparency go a long way.

Consumers Dislike Extravagant Marketing Efforts

Once a company has introduced its innovative new recycling system or eco-friendly packaging, it is natural for the business owner to want his or her customers to know all about it. However, over-the-top marketing campaigns and glossy advertisements can prove to be a big mistake.

In recent times, there has been widespead condemnation of corporations that stand up and shout about their green efforts. It is often seen as self-promoting and tactless, especially if the changes that the company has made are quite small. For example, the campaigns encouraging customers to reuse plastic bags, which are currently being run by supermarkets throughout the world, are regarded by many in this light. As Tony Juniper, executive director of Friends of the Earth pointed out in an article titled 'Wiping Out Greenwash', which featured in the UK's Guardian newspaper on November 19th, 2007:

'Until the big supermarkets reduce the amount of energy used in their stores, minimise the distance that food travels and review their relationship with farmers, saving a few plastic bags is just window dressing.'

The best way to let customers know about new eco-friendly initiatives is through third-party endorsement. Audiences will be much less cynical if the messages about a company are coming from an unbiased source. Public relations can help here but it is vital that any companies are 'walking the walk' before they conduct any sort of PR campaign.

Companies Need to Establish Themselves as 'Green' Leaders

Despite the potentially devastating consequences of abusing our delicate environment, there are still not many companies leading the way forward when it comes to green issues.

There are a few companies, such as car manufacturer, Citroen, and British supermarket chain, Marks & Spencer’s, that are making a stand but they are relatively few and far between. Most companies put sustainability in to the ‘too hard’ basket, mistakenly assuming that it is too time consuming, costly and simply not worth it.

There are so many confusing messages floating around, usually generated by journalists and official figures that consumers are becoming frustrated and are looking for somebody to provide them with the information and the answers that they need. If more companies become leaders in environmental initiatives in their particular area, their consumers will love them for it.

Do Something Different

The average consumer loves the idea of environmentally friendly companies. However, there may be a gap between how many of them like the idea of sustainability and how many will pick the ‘green’ product or service over the cheaper, yet not so eco-friendly one, each and every time. It is not unusual that other aspects, aside from eco-friendliness, will affect the decision of the average consumer. Price, convenience and appearance are all important too.

To truly capture the attention and imagination of the consumer, sustainability must be made fun, interesting, different and accessible. Bio-mimicry, a design discipline that takes nature's best ideas and turns them into designs and processes to solve sustainabilty problems, is a great way to achieve this. Although a fairly new concept, a few businesses are already embracing this fresh new approach, as can be seen in this wonderful ceiling fan, inspired by a falling scycamore seed.

Global warming is becoming a hotter topic with each year that passes. People are feeling increasingly guilty about the impact they are having on the planet and more and more consumers will start to vote with their wallets. With a bit of courage and perseverace, business owners can ensure that their company is not left behind.

Follow these links for more information on why increasing numbers of businesses are going green and what business owners can do to make their companies more eco-friendly.