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SAVE YOUR ENERGY! “Green” symbols don’t work.
Recently we created an online survey to help understand consumer mindsets on green marketing, we asked people to identify "which of the symbols below have the most positive influence over your purchase decision?" Across all age groups surveyed, the overwhelming favorite resided with tried and trusted initiatives.
As the above charts illustrate (mouse over graph to see larger image), the Energy Star icon and the standard Recycling symbol far outshine lesser known program marks, such as wind power and solar power, and therefore have a greater influence over purchasing decisions.
Remember that consumers need to first recognize and understand a symbol for it to carry any weight. These particular symbols are associated with a broad range of products and have been used consistently over a long period of time. Symbols that are tied to specific standards from either government programs or well known associations will likely carry more weight over time.
Consumers are seeing so many new symbols for "green" popping up on individual products, services and companies they are mostly seen as gimmicks or greenwashing. With some of the world’s largest polluters claiming to be green in some form, you can understand how consumers are becoming more cynical about these self-proclamations. So as you move into the world of green marketing, try not to add to the chaos and confusion of the sea of green symbols. You're better off sticking to the basics.
Contact us today to ask how we can make symbols work harder for you.
Cool ways to green your office.
We all know the obvious benefits of taking the green plunge: reducing consumables reduces risks to our environment while also reducing our energy costs, waste disposal costs, water bills, etc. But other overlooked benefits include increasing your attractiveness for investors as many now only invest in environmental responsible organizations, and increasing your overall competitiveness by decreasing overhead and attracting new customers with new, green credentials.
For a thorough look at how to green your office, check out Chelsea Green's A-Z guide to Greening Your Office (http://www.chelseagreen.com/bookstore/item/greening_your_office:paperback) It offers great ideas from what papers, glues and cleaning products to purchase to better ways to travel, file documents and light the office.
In the meantime, here are a few simple ways to get started:
- Turn things off. Lights, computers, printers, coffee pots. Turn them all off every night.
- Communicate online. Send PDFs instead of fax’s, emails instead of letters, upload files instead of burning CDs and using couriers, advertise online instead in print.
- Think before you print. Break the habit of needless printing, but always recycle when you do print. Start transferring old file cabinets to backed-up hard drives and paperless storage systems.
- Recycle old toner or inkjet cartridges. They can be sent back to the manufacturer with prepaid shipping or can be donated to local collection sites for charity.
- Donate old working equipment to anyone who can use it. If you can't find anyone you should call a local recycling company to pick them up. It is illegal to throw away old computers, printers and monitors because they contain hazardous materials.
Other easy ways to green your office can be found here.
http://sbinfocanada.about.com/cs/environmentbiz/a/envirfriend1.htm
Sources: About.com, Chelsea Green
Green Knows No Recession
With the economic downturn, you’d think companies would slow their inevitable shift to eco-friendly packaging substrates. But current research reveals the contrary. So far, 458 new sustainable / environmentally friendly / eco-friendly products have launched in 2009. Following this rate, that's triple the number from 2008, which was more than double the number in 2007. And it's paying off...
Regardless of recession and higher price tags, consumers want to buy green. Natural food stores alone got a 10.9% bump in 2008.
Read more at http://www.packagingdigest.com/article/CA6652738.html
Sources: Packaging Digest, Advertising Age
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