Green Options

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A new report from Arthur D. Little, Sustainable Performance shatters my perception that companies are whole heartedly going green. An analysis of the report at Greenbiz.com notes this conclusion.

“Sustainable Performance” from Arthur D. Little argues that regulatory and consumer pressures have not pushed corporations toward sustainability beyond superficial measures.

It’s not surprising that the report concluded that, in general, companies only take steps toward going green when it impacts the bottom line. Driven by shareholder concerns companies frequently implement those green solutions that maximize short terms gain. Forced to “report to stock markets” on a quarterly basis, it can be difficult for companies to proceed with longer term green objectives.

I am in LOVE with this company, Speesees, which provides fun and stylish children’s things from beautiful kimono onesies to au natural baby hat. Here are the other reasons to love this Eco-conscious and green company.

• It’s manufactured under fair trade practices in India and the owner has developed a close relationship with the farmers who live bio-dynamically and receive health care.
• Everything is made from handpicked organic cotton, and knit and dyed with low impact dyes. All the products are made sweatshop free. “Natural light floods the premises and our energetic team, including disabled members, work decent hours for fair living wages. An organic garden surrounds the premises.”
• They give back to the community by donating $1 to every $100 earned from online retail orders. The company has also implemented a recycling program.

Some scary truths about consumers’ assumptions could lead to a “green” backlash concludes The Green Gap Survey, released this week by Cone LLC and The Boston College Center for Corporate Citizenship.
We in the business of making environmentally friendly and natural product know that little regulation exists around the terms, “green,” “environmentally friendly,” and “natural.” But, consumers don’t and are, perhaps naively, trusting.

• 47 percent trust companies to tell them the truth in environmental messaging
• 45 percent believe companies are accurately communicating information about their impact on the environment
• 61 percent of Americans say they understand the environmental terms companies use in their advertising

Many entrepreneurs I have worked with have insisted that everyone can benefit from using their product. While possibly true, I’ve always encouraged my clients to focus not on who could USE their product but, who would BUY their product … right now … today or in the very near future. Focusing most of the marketing time and money on those consumers results in immediate sales and the opportunity to spend more in the future to attract those perhaps more reluctant to purchase today.

Last week in my post, Which Organic Consumer Are You? , I wrote about a new report that can help green companies identify that “right now” consumer.

The Natural Marketing Institute just released their latest report on the state of the organic food industry … in other words … who’s going organic. It turns out more than half of us are buying organic foods at least sometimes.

For consumers, this report offers an opportunity for a little introspection. For green entrepreneurs it offers an important marketing tool – a chance to hone in on the right target market for your product.

We’re green entrepreneurs right? We eschew over-packaging. We skip the plastic overwrap. We limit the packing materials. We think reusable.

But…will consumers pay for it?

A recent Nielsen study shows that half of all US consumers would give up all convenience packaging if it would benefit the environment.

• • 58 percent feel that packaging designed for easy stacking/storing at home is dispensable
  • 55 percent would give up packaging that can be used for cooking, or doubling as a re-sealable container
  • 53 percent don’t need packaging designed for easy transport