Communicating clean green credentials: Benefits for climate-friendly organisations
Friday, 19 July 2013 04:29
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Every good relationship is based on clear lines of communication, communicating the right message and being understood. For organisations which strive to be climate friendly through responsible actions, the next step is to unlock the competitive advantages of having a clean green reputation by communicating successes and achievements with existing and potential customers, suppliers and the community at large. Remember however not to over-emphasise the organisation’s ‘climate friendly’ credentials as this can be misunderstood by consumers and linked to premium pricing.
Key green marketing tips include:
Green marketing should be used to differentiate an organisation’s brand and help consumers choose between products where they have no strong feelings either way. Climate smart credentials alone cannot make up for substandard products.
What value added benefit does the consumer achieve by buying a green product? It’s important to emphasise value added benefits of a specific product. This can be done by helping them identifying whether a product saves energy or last longer, identifying what efficient production and supply chain processes make the product cheaper, smarter, cleaner, helps communicate the customers own environmental conscience and image.
The importance of market research cannot be understated. It’s important to understand what customers care about, their ideas around energy efficiency and being environmentally sensitive. This research can enable an organisation to understand how its products and services relate to consumers and what improvements can be made.
Green credential labelling and accreditation. It’s increasingly important to meet international standards, and displaying this through an organisations communications strategy. The credibility of internationally accepted standards such as ISO 14000 and its family is useful for businesses that wish to verify their low carbon claims and environmental management systems.
Important points to be mindful of:
Be authentic in your low carbon marketing and don’t overstate your claims. False or misleading comments can destroy an organisation’s reputation. Especially in this day and age with easy access to social media and alternate communication tools a bad reputation can spread like wildfire. Therefore:
Use plain language to communicate the benefits of a product
Support all claims with evidence, publish figures conducted through market research, audits, customer comments
Show off any awards received
Most of all be truthful and honest
(The writer is Director, Business Partner Solutions Ltd. www.bpslk.lk/[email protected].)
have no strong feelings either way. Climate smart credentials alone cannot make up for substandard products.
