Studies Show Benefits of Marketing with an Eco-Friendly Mindset
With the advent of digital marketing and the rise of the “Go Green” fad, it can be difficult to justify a marketing strategy that employs the use of paper and print, especially since an increased awareness of eco-friendly concerns and practices has reached just about every industry. Many people are justifiably concerned about the health of our planet, and this can cause consumers to cast suspicion on many industries. It’s become increasingly important to put your customers at ease by showing an equal and genuine concern about eco-friendly matters, and even educating them in this area.
Paper and Print Are Sustainable Resources and Effective Methods of Marketing
Print is actually highly sustainable with today’s recycling and responsible forestry practices. There is still considerable deforestation in many regions of the world, but 90% of that is a result of unsustainable agriculture practices, and not from using trees to make paper. Many countries including the U.S. and much of Western Europe are actively growing new trees to replace the resources they use for paper and other products. To put it simply, the “Go Paperless” slogan is misleading and would be a huge waste of a renewable resource.
Don’t fall into the “go paperless” trap. As a business, paper allows you to tap into an incredible resource for marketing. This report says that 45% of all consumers surveyed think that a combination of digital and print marketing/advertising is most effective. It’s another way to spread your brand, and while companies continually push all their resources into digital marketing, your business can take the advantage of print to reach potential customers with newsletters, flyers, posters, brochures, press releases, journal articles, etc.
Put Your Customer’s Minds at Ease
Studies have shown that if your company fails to announce that eco-friendly practices matter, it can be detrimental to your brand. Over 90% of respondents in this ‘green supply chains’ survey “said they would consider changing their purchasing habits based on announcements of greener supply chains.” One way or another.
Customers want to see their money going to businesses that are actively engaging in eco-friendly matters. Paper may be a renewable resource, but only if used responsibly and actively recycled. By showing that your enterprise is tuning in to the environmental concerns of your customers, you can built trust and loyalty. Look at it as just another of your customer’s pain points. Related to your actual services or not, it’s something that you can ease by making small changes to your marketing methods and in your daily office routine.
Many customers feel that companies are ready to advertise that they are “going green”, but are unwilling to put that to practice. Here are some simple ideas for small changes, and customers can become a part of spreading awareness of these solutions via social media and blogging. It’s another great way to expand your community and be more interactive with customers who care.
- Encourage customers and employees to recycle frequently, and have the means to do so within the company-owned premise.
- Cultivate a space that has plants or maybe even a community garden. This can also increase air health and improve overall mood.
- Take measures to reduce waste and paper scrap in the supply chain.
- Try these eco-friendly print solutions, like the Duplex shipping label to reduce paper use.
- Initiate environmental conversations and ask customers to provide comments, questions, and concerns on your blog or social media channels. Your customers can be a part of the solution. Be creative. Maybe you could hold a contest for best office-space eco-friendly ideas.
Engage with the Customer
Making some of these small changes — even being aware of the environmental concerns of your customers and of your community — can go a long way to creating an atmosphere of trust and loyalty among your customers, clients, and those within your work environment. We challenge you and your business to try some of these tips and let us know how they go in the comments below. You may find that your customers respond positively to changes.
(image courtesy of lifehacker)