You said it, Kermit.

November 2008 | Posted by Carolyn Pikoulas
It's not easy being green--or better yet: it's not easy deciding whether or not to start a "green" marketing campaign. The early 1990s saw a wave of environmentalism focused on saving the world from the "Eco-Villains" (Captain Planet reference)--those Fat Cat polluters who pursued profit at any cost. But now, we see a different picture--"green" is something practical, utilitarian and rooted in real-world cost savings in a slow-moving economy where energy prices are sky-high. Now companies are jumping on the bandwagon to save the planet. But how profitable is going "green," really?

Being "green" is not just about being responsible for future generations, but it's also about business development, innovation and cost savings. The real question is: how concerned are customers about the environment? Answer: it all comes down to numbers. The bottom line is that in today's economy, people need to save money. If they do decide to "go green," they want to see an immediate return on investment. Sometimes the cost of the newest, most efficient technologies won't turn into actual savings for many years, and the customer may not realize the fiscal advantage.

For example, the auto industry has been pushing hybrids for the past several years, with Toyota's Prius leading the bunch (and with good reason). The immediate ROI on Prius can be achieved much sooner than other hybrids. For example, at $3.70 per gallon, the Prius would take about 2.5 years to recover its price premium compared to more expensive and less efficient cars (like the Toyota Highlander hybrid, which could take about 12 years to break even or Saturn Aura at 24 years).

So, how likely are customers to buy a product based on its "green" features? According to a recent Yankelovich (a leading consumer research company) survey, Going Green, 50% of consumers are either unmoved or don't care about whether or not a product is "green." But, that means that the other 50% are somewhat more willing to consider it (especially if the cost-savings benefit is easily understood). Since the environment does represent a niche opportunity in the marketplace, with 13% of the US population who are "strongly concerned" about it, it might make sense to try and leverage the new and improved "green" product to consumers.

From a marketing standpoint, it's very important to know exactly what your customers need, how they feel, and how much they're willing to pay for a premium. It can be risky to push "green" if the customer can't realize the savings potential. If the "green" product is way more expensive than its non-green counterpart, it can be a major turn-off. But, perhaps if it's explained clearly in numbers that they'll reap the savings benefits in a short time period, it might just be their selling-point.

What does Wilmington Design do to help the environment?
One thing we do regularly is use the internet as much as possible, instead of paper. We're able to discuss projects through e-mails and phone conferences, so our clients and employees don't have to waste gas driving to meetings. We also use florescent bulbs in our offices, keep the thermostat low, and every Friday we turn off the lights, using just the glow of our monitors as a light source. We've also started emailing PDF's of our customers' monthly statements and we will transition over to electronic invoicing before the end of the year.

Here are some tips for the office that will save your company time and money (not to mention energy):

1. Turn off your computer when you leave for the day. During the day, setting your computer to go to sleep automatically during short breaks can cut energy use by 70%! Remember, screen savers don't save energy.
2. Recycle old computer equipment. Certain hardware may contain hazardous material, so they can't be tossed out with normal trash. Old computers that still work and are less than five years old, can be donated to organizations that will refurbish them and find them new homes. And, you may even get a tax deduction.
3. Use old faxes, print-outs and documents for scrap paper, and buy paper with a higher percentage of post-consumer recycled content. Have a bin marked "Paper," and keep it in a convenient place so employees can easily toss away their scraps for recycling.
4. Go paperless. Ask yourself: "Could this be e-mailed or posted on-line instead?" Upload manuals and brochures to your company's website, rather than distribute printed copies.
5. When you receive unwanted catalogs, newsletters, and magazines, request to be removed from the mailing list.
6. Make it a habit to bring your own mug and dishware for lunches at the office. Provide filtered water and bring your own reusable water bottle.
7. Use organic, non-toxic cleaning products, which not only protect our water sheds, but could also protect employees who have allergies.
8. Brighten up your cubicle with plants, which absorb indoor pollution.