Make some green by going green for real

If anyone had any doubt that green – as in environmentally conscious – is the new business black, look no further than these 16 pages. In this Green Business supplement to the Northern Colorado Business Report, we meet event planners who strive to create no-waste parties, landscape designers who use pet-friendly ideas to make yards fun for both dogs and their human companions, “deconstructors” and suppliers of recycled construction materials, and check in on two of the most popular alternative fuels: ethanol and wind power.

Some of the stories we didn’t have room for this time around included a health club with a “green mission” to reduce waste, use non-polluting cleaning supplies and promote fitness and eco-friendliness at the same time with a bike giveaway; a transportation company switching its entire fleet to bio-diesel burning vehicles; and a land planning company dedicated to implementing sustainable design. You’ll be hearing more of these in the future.

What they all have in common – other than headquarters in Northern Colorado – is the willingness to make changes to the traditional way of doing business to meet the needs and desires of a changing marketplace. They, and hundreds of others, are jumping on the eco-bandwagon before it leaves the station.

A recent survey by the marketing firm Tiller found that among all ages surveyed, 49 percent said they would aim to be greener in 2008. In addition to reducing waste and using canvas bags to carry groceries, consumers across all demographics are beginning to care more about the impact of their personal spending, and are looking for businesses that can help them spend in a positive way.

According to another survey by AARP, “socially conscious” shopping drives 54 percent of older Americans. Older consumers also make up the most affluent segment of the U.S. population and have the most discretionary income – $24,000 a year per household – according to The Conference Board.

“Many green marketing efforts are designed to cater to younger and more active consumers of products, services and media,´ said Pam King, president/CEO for the Better Business Bureau serving Northern Colorado and east-central Wyoming. “However, businesses need to remember that both boomers and millennials have lots of money to spend, and focusing green marketing on the younger demographic to the exclusion of boomers could be a very expensive mistake.”

To help promote your company’s green efforts to all audiences, BBB offers advice for making “green” claims in advertising and marketing:

• Tell the truth. A recent study by a Canadian marketing firm found that many products aren’t as earth-friendly as they say they are. While most products reviewed made exaggerated claims, a few carried outright lies, mostly involving supposed certification from watchdog organizations. Few things destroy a company’s credibility with consumers faster than false advertising. Tell the truth in all marketing efforts.

• Make concrete claims. Provide solid examples to back up any claims. If your packaging is made from recycled paper, say so. If your company has reduced energy costs, brag about it.

• Provide evidence. Being a green company isn’t just about putting a recycling bin by the copier. Consider creative ways of quantifying your company’s impact. How many hours have your employees volunteered? Who has benefited and how have they benefited from your firm’s efforts?

• Get a stamp of approval. Independent third-party organizations will certify your environmentally friendly statements, including EcoLogo and Green Seal. Log on to www.ecologo.org or www.greenseal.org to find out how.

For more advice on best business practices, as well as other ways to make your business more socially conscious, you can contact the BBB at bbb.org or 970-484-1348.

And we’ll be back in the fall with The Green Book, a standalone publication with even more green stuff between the covers.

Kate Hawthorne is managing editor of the Northern Colorado Business Report. Contact her with your greenest ideas at 970-221-5400 ext. 224, or khawthorne@ncbr.com.

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