Businesses and brands are finding success stories in community
building, authentic storytelling, social-media, and cause campaigns.
Supporting good causes makes
sense
Greenwashing is bad. Transparency is good. Every year, Climate Counts Scorecard
reveals who's green and who's not. The scores are based on a number of
criteria, including climate lobbying efforts and public support of climate
change initiatives and efforts. And now a handy iPhone app makes it easy
for people to check out a company's score before buying their product.
Stories and authenticity prove valuable
Last year, a Boston Consulting Group survey found that one-third of consumers
across Canada, France, Germany, Italy, Japan, Spain, U.K. and U.S. said they
would pay five to ten percent more for green products — if they were convinced
that the products offered direct benefits.
Community building means opportunity
A cool new start-up in Minneapolis, Yards
to Gardens brings together
land owners and gardeners to create food, beautify the landscape, and promote
a community spirit.
Companies use show-and-tell marketing
to educate and increase product relevance
Green companies are finding creative ways to showcase their products, offering
easy benefits and attainability. The incoming class of 2009 at the University
of Virginia was greeted with demo dorm rooms showcasing green school supplies,
cleaning supplies, and electronics in an effort to help green the campus.
Businesses are teaming up for good outcomes
Local businesses are finding ways to encourage, and benefit from, green, grassroots
efforts. In February of 2010, RecycleBank teamed up with the City of Philadelphia
to provide “recycling collection points” that can be redeemed through
RecycleBank for groceries, gift cards, merchandise, and entertainment at hundreds
of local retailers.
Online tools engage and raise
environmental awareness
Social-networking goes beyond chatter. Now users can document their carbon footprint
and wear it like a badge of honor. Tools like Google PowerMeter and Facebook’s
UnplugIt app show users’ environmental impact and encourage an ongoing
commitment to make changes.
