Simply Wearing Green is Not Enough

By Vic Heman
Public Relations Manager, DeCarolis Design & Marketing

Going green is the world’s friendliest topic, especially at the B-to-B level. We all have varying degrees of interest and commitment, and no one is really opposed to the concepts of sustainability and conservation. Our paths through the Valley of Green diverge, however, when it comes to talking the green talk versus walking the green walk.

One thing most of us know from working in Silicon Valley is that you’d better have something already built or at least a viable plan if you’re going to begin selling it. Marketing your company’s green initiatives requires a careful process that includes selling solutions over products, supported by strategically targeted, intelligent messaging. Be prepared to engage customers in a worthwhile discussion and be open to scrutiny and criticism. They’ll find out soon enough whether you’re just talking green.

On the consumer level, we are already seeing increased cynicism of green marketing. And, the Federal Trade Commission is now revising its rules on environmental marketing and advertising claims. We can expect the same attitude to evolve to all levels of business.

We conclude that going green is the right thing to do, but can it be profitable? The Shelton Group’s director of research, Lee Ann Head, says “corporate marketing strategies need to go beyond green for green’s sake. To be effective, it has to be ‘What’s this doing for me?’ Don’t assume the number of altruistic drivers is larger than it really is.”

So, don’t push the guilt trip of accountability onto your customers. Instead, hold yourself accountable and then show them how you can provide greener solutions.

It’s hard to find a major company that isn’t addressing green consciousness. At Cisco, the approach is to engage customers, partners and employees in a collaborative effort to manage their impact on the earth and to develop IT solutions that address environmental challenges. Engage. Discuss. Resolve. It’s all good.

Over at Hewlett Packard, there is a focus on energy-efficient solutions for the data center and beyond. Helping customers reduce their energy expenses means increased profits. Regardless of your level of commitment, both of those ideas are attractive.

Here at DeCarolis, we’re still taking baby steps. A hybrid vehicle or two and some telecommuting notwithstanding, we are examining our own personal and professional responsibilities. One of our newest staff members, VP of Business Development Fritz Schricte has taken his activism online via a green technology social network at: http://greentechnology.ning.com. Take a look and let him know what you think, better yet, contribute some content. On the business front, we just sponsored a meeting of the Silicon Valley Italian Executive Council at which Washington Public Policy Attorney Joshua Green (his real last name) spoke on “Clean Tech: Creating Energy with Power.” See more on that in Vince’s Corner.

Eventually, green will be the standard rather than a struggle. Until that day, we need to remind each other that green marketing strategies must be credible and sustainable. Then, they will deliver on the promise of ROI along with a competitive advantage for your business.