Last month I attended a supply-chain conference. While there were sessions on customs, management, and regulatory issues, there were also sessions on efficiency and waste reduction. We toured IBM in Vermont, which has been so successful with their energy use reductions that in 2008 IBM began offering consulting services to other manufacturers.
The Opportunity
I also learned that WalMart recently started an efficiency initiative to reduce the number of empty truck miles and realized a 50% improvement in their transportation operations. The motivation for both companies was operational efficiency and reduction in costs. The key is the desire to do what they do — better.
All of this got me thinking a little harder about green opportunities in marketing.
Beyond the Obvious
Nearly everyone is aware of the opportunity to print on recycled FSC papers, use soy inks, and limit paper waste. But there are more opportunities to green our marketing. Here at Marketing Partners, we use a web hosting company in the U.S. that uses renewable energy to power their servers and equipment. They also use more energy-efficient equipment to reduce their power use. One of our local printers uses on-site renewable energy generation at their facility. We try to reduce travel whenever possible by using video conferences and GoToMeeting. There is much more we want to do.
Green Marketing, Not
Green initiatives and practices in marketing should not be confused with green marketing. Green marketing is classically the marketing of products that are presumed to be environmentally safe or less damaging. Green marketing has been around for more than three decades, and it is still gaining in popularity. But be cautious. Misleading or overstated claims can lead to regulatory or civil challenges.
Over the past 20 years there have been several programs that developed to help companies declare a “green” advantage. Green Seal , Forest Stewardship Council, and USGBC LEED to name a few.
With the rise of green marketing’s popularity has also come concern. The Federal Trade Commission (FTC) has revised their Green Pages guide to marketing to keep up with the times. The FTC states “Marketers should not make unqualified general environmental benefit claims. They are difficult, if not impossible, to substantiate.” Green claims must be qualified and measurable.
Think about your own green opportunities. Is there more you can do? Should they be part of your marketing?
Relevant Links
WalMart Empty miles/VICS.
Efficiency Spotlight: Walmart’s Move to Double Efficiency.
IBM launches ‘green’ consulting package.
LEED, or Leadership in Energy and Environmental Design, is an internationally-recognized green building certification system.
