Internet Marketing Blog

Going Green - the 21st Century’s Biggest Corporate Trend

April 15, 2008 – 1:04 pm

An old cliché is catching on in a whole new way

Dell’s ad campaign is just the latest in a string of “go green” initiatives that are seeking the favor of environmentally conscious customers by focusing on minimizing the negative effects that products can have on our world.

The idea of “green” and keeping the planet safe from the effects of pollution is as old as the ’60s, so why is it only now that major corporations have caught on? As with most things related to business, the answer lies in cash and in consumer demand. Over the past couple years, a small but strong set of customers have proven that they are willing to spend more money on products that benefit the environment, and they are more likely to shop with companies that do the same. That has sent a direct message to corporate America – going green is profitable.

What are some of the products of this movement?

The most prescient, of course, is Dell’s “Green” ad campaign, which has included placement in such major periodicals as BusinessWeek, Time, and the Wall Street Journal. The campaign emphasized services and products focused on slashing energy consumption 45 percent and featured olive green, black and white coloring.

On the transportation end of things, companies around the world are creating products that reduce the energy needed to get from place to place. Japan’s latest high-speed train is 19 percent more energy efficient than its predecessor thanks to a highly streamlined design. The Mini Clubman, a crossover vehicle meant to allow Mini lovers to store more gear, gets 32 m.p.g. (compare that to that to the latest SUVs) and the Smart ForTwo car, with its 41 m.p.g., is about to hit the US market.

Other big green initiatives include “Too Precious to Wear,” a campaign by Tiffany & Co. and other major jewelry stores to raise keep Coral out of jewelry and in the ocean where it is needed; “Earth Pledge” a fabric house devoted to making organic fabrics refined enough to be used by fashion designers; and “The Blue Project,” a collaboration between Kerzner International, American Express, Bahamas National Trust, and others to save the world’s reefs.

So what does it mean for companies? Successful companies in the future are the ones who will make a name for themselves in earth-orientated initiatives. Customers are at last putting their money where their mouths are, and its time companies took notice. Not only are green initiatives good long-term, sustainable strategies, but they also make for positive PR, and generate affection among consumers towards the brand.

What about customers? First of all, it means that customers have choice. If a customer cares about the environment, then he or she has the opportunity to support companies that have shown they feel the same way. Customers also get a chance to push other companies in the same direction by refusing to spend money on companies that ignore the needs of the environment.

Want more information on this topic? Send us an email at info[@]bluelinerny.com to request a presentation on cutting edge strategies retailers are using to reflect customer concerns about the environment.

Care for the environment is something that has an effect on us all.