photo credit: Wonderlane

As consumers we have the power to encourage banks and other financial institutions to be more socially conscious and green. The recent financial collapse has shown that the way banks have been working must be flawed. Now that the banks are “looking in the mirror” so to speak and trying to sort out what went wrong we have the chance to help guide their restructuring. Now is a good time to let them know that we want businesses that care more about the earth and those of us who share it.

This is not as foreign a concept as you may imagine. A recent study discovered that when asked 43% of American bank customers would rather deal with a bank that appears green. Unfortunately for many banks that appearance of green is something they have exploited as a way to forgo an actual social and environmental contribution.

The banks are claiming green by doing something as simple as online statements. Now, it is true that eliminating monthly bank statements could reduce paper demand by about sixteen and a half million trees or forty six thousand acres of trees, but that is a far cry from a true green commitment. It is after all to their benefit to stop the paperwork and save money on paper and labour. But there are other problems here.

We can all agree that preventing deforestation is great for the environment but to absolve the banks of any other environmental responsibility and let them call themselves green strains credibility. Does saving a few trees in North America outweigh funding coal mining or deforestation in the Congo? But there are some real green banks out there setting the standard and developing the working models that provide their customers with amazing interest rates with healthy profits for them during the current economic downturn.

Some of these green banks have actually been in business for over 30 years. Working with a “triple bottom line” model that works on the premise that in addition to bringing profit to the bank and its customers, it must also ensure that the community, and environment profit as well. One way they accomplish this is by supporting such concepts as micro-lending. A concept that has lifted literally millions of people out of poverty to contribute to their local communities and environment.

By also avoiding quarterly earnings reports and over-leveraged debts they have escaped the same problems so many other banks are experiencing. They operate online savings accounts that yield 3.5% while giving their customers a nice feeling, knowing that the money is going to help build a green economy.

We need our banks and financial institutions to set a good example for other large and small businesses that a green business model works. Micro-lending should be the norm, not the exception. Insuring that the business, the environment, and the community all show a profit is a way for all businesses to show their green commitment. With the need to re-evaluate the way our financial systems work on our doorstep, the time has never been better to make this change for a greener and socially responsible business community.

Don has been a consultant for over 20 years and tries to provide valuable information for people in difficult times. As someone who has been there. He supports a website called http://helpinhardtimes.com as a way for people to get their lives back on track and possibly even make the money they need to make it through rough times.

photo credit: sgs_1019

More and more these days’ people are worried about the environment. You will find that many more companies are now launching public relations campaigns in order to show their customers and the rest of the potential customer market that somehow they are changing their ways and going green. This is a great move for companies to show that there is more to worry about than just the bottom line.

If you own a business and you want to let your customers know about your new green strategies, environmental public relations will come in handy. This is more than just regular PR; instead, it is a type of PR that is focused solely and preparing and presenting your company with green initiatives.

There are many companies that believe that green marketing would be a competitive advantage, yet many companies are still avoiding coming up with a green marketing plan that will prepare their customers for the possibility of higher prices in products, inform them of the company’s green initiatives, and provide updates on how these green initiatives are working.

Environmental public relations are something that every company should consider. You will find that with environmental public relations, the company you own can now be well prepared for the possibility of questions about the environment. You will also be able to prepare all of the evidence of your green initiatives. This will come in handy when you are asked about it from the press at any given time. With environmental public relations, you will have a friend in your corner.

Many of the questions that the press will ask to companies that have not already announced that they are going green usually deal with the company’s future plans. Even if green initiatives are years away from being present or implemented in your company, you should still create a plan and get it out to the public before the press comes knocking at your door. What the press wants to know is if you take part in corporate social responsibility. Make sure to them know that you are responsible and have the evidence to back it up.

Your specific environmental PR team will be able to aid you in all of the issues that come along with going green initiatives. Not only will they help you to understand the impact of your choice on the public, they can also find ways to let the customers know that because of these environmentally friendly choices, prices might be going up. It is important to let an expert in environmental PR prepare your company to answer all of the important questions that will not just come from the customers, but the press as well. This preparation will make your company knowledgeable about your projects and have a leg up on most of the competition that have yet to use the services of environmental public relations.

Jordan Mcpelt is a professional author who specializes in Environmental PR and Green PR. For more information on Utah PR please visit http://www.pilmerpr.com

photo credit: Torley

Take Your Company’s Green Initiatives, Make Them Work for You and Add Green to Your Bottom Line.

So, your company has a Green Initiative. Maybe you’ve started recycling paper and other products, utilizing biodegradable and renewable resources, choosing sustainable sources for the materials you consume, utilizing energy saving devices or solar powered energy or begun working to reduce your carbon footprint another way. Even if you’re only taking part in one of these initiatives today, it’s likely that your company has invested time, effort and funds into the program – which, by the way, is a lot of additional work you were not doing five years ago. Working to preserve the environment is a noble cause that many companies are making part of their business plan or social responsibility plan, but it also provides those companies a big opportunity to reach out to green consumers and promote their products and services.

Now that your company is putting forth all this extra effort, it’s time to examine your environmental practices and take the positive steps that can help you add profits to your bottom line. Kermit the frog said it best when he coined the saying “It ain’t easy being green”, but even Kermit knew that those who take on the challenge of preserving the environment through their business practices will have a new audience of Lifestyles of Health and Sustainability [LOHAS] consumers. LOHAS consumers value environmentally friendly companies and their products and services, and represent a new marketing avenue for your business. In short, yes, being “green” can certainly bring in more “Green.”

This new audience of LOHAS consumers along with your current audience of customers and prospects want to work with and buy from companies who have a strong background in environmental responsibility. Your new green initiatives are a great way to build a bridge with prospective and current customers, but they won’t know you’ve gone green unless you make it a point to let them know. Getting out your green message can be done through traditional marketing channels, but is much more effective if communicated through “green marketing.”

Green marketing is the practice of using eco-friendly materials to deliver your marketing message. It is based on the principle “actions speak louder than words,” because it helps you demonstrate your green commitment through the actual marketing vehicle instead of through your marketing message alone. Green marketing can involve all phases of your marketing and promotions, from your marketing materials and promotional products to your direct mailers and executive gifts. Every marketing initiative that your company undertakes, from a branding campaign to a new product or service launch, can be produced using eco-friendly materials to underscore your green message.

Green marketing is in and of itself a green initiative. Using recycled, organic and energy-saving print and products in your marketing campaigns will lessen your carbon footprint. Your audience will be able to recognize immediately that you are a company that is serious about protecting the environment, and if the piece you have sent is creative and useful enough, they may keep it even longer than a non-green marketing piece. With all of the great opportunities to brand your business as an environmentally responsible company and make your target audience aware of your green initiatives, green marketing should be a no-brainer. But is it? Many businesses find green marketing to be a daunting task. Where do they find the materials? How do they know what’s green and what isn’t? Are they green enough to say that they are green? Don’t get overwhelmed yet; green marketing is within your grasp!

Green Marketing Made Easy

So, what is your green ability? Can you market green? The answer is: yes. Green marketing has become very accessible over the past ten years. The materials are much easier to find and the marketing and promotional industry has developed standards and certifications to let you know which materials are authentic and how authentic they are. Today there are many resources for attractive promotional products and printed pieces that are healthy for the environment and your marketing campaign. From recycled leather lap-top bags and Forest Stewardship Council [FSC] certified paper brochures printed with vegetable inks to biodegradable tradeshow bags and bamboo polo shirts with performance fabrics, the options are endless. When you think of green, you might visualize a plain brown product, but many of these items are also extremely stylish and attractive – even more so than their “non-green” counterparts.

Start by creating a green marketing plan. Identify all of your annual marketing programs and opportunities and evaluate how they can become more “green.” If you usually give out a corporate gift during the holidays, look for one crafted of attractive recycled leather – or choose a solar-powered computer bag that can power their lap-top anywhere the sun is shining. If you always do a direct mail piece around a product launch, choose FSC certified materials for the packaging and print it with vegetable inks. If you are concerned with sourcing the products, contact your local promotional products professional and ask for their assistance in choosing the perfect green products. Once you have identified the annual projects for which you will use green marketing materials, consider the marketing message that you will include. Sometimes it is effective to call attention to the green materials and make your green business practices a focus where other times it makes more sense to allow the eco-friendly construction to speak for itself and use the marketing copy to promote your company, product or service. After your messages are crafted and polished, you are ready to begin marketing “green.”

One question that many businesses ask is “am I “green enough” to market green?” As long as your business has undertaken a green initiative that has a significant impact on your footprint, it is acceptable for you to let your audiences know that eco-friendly initiatives are important to you and that you are taking steps to become more environmentally friendly. Even if your initiative is small, it’s still ok to market using green materials and let your audience know that the environment is important to you. Where businesses get in trouble is when they make claims like “Our oil refinery is a green oil refinery” or “We have become an eco-friendly company.” If either of these companies is doing just one thing that harms the environment, they could lose their credibility with their customers and be perceived as engaging in “Greenwashing.” Greenwashing is the practice of telling the public that you are greener than you actually are.

In order to avoid Greenwashing, make your marketing message very specific. For instance, you might say “To show our concern for the environment, Bio-Tech has implemented our first ever paper recycling program,” or “Our company pledges to add one new eco-friendly business practice every quarter this year – why don’t you join our green revolution.” Also be careful that any products and services you are marketing as green have been verified by a reputable third party source. The moral of the story is that, yes, anyone who has implemented an eco-friendly business practice can use green marketing to grow their bottom line, but crafting the message honestly is the key.

Whether you are a green company who wants to communicate your eco-friendly message or a company who is just dipping their toe in the environmentally friendly waters, integrating green marketing materials into your marketing plan can really help you take your green initiative to the next level – and grow your bottom line. Your green-ability is strong and the time for green marketing is now!

Chris Morrissey is the Owner of Proforma Big Dog Branding, a premier provider of printing services and promotional products, with expertise in eco-friendly marketing practices.

To reach Chris: chris@bigdogbranding.com – http://www.bigdogbranding.com/