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Certified WBENC Women's Business Enterprise

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Women + Green = Opportunity, Part 1

by Renita Van Dusen

Green has been a buzzword for years, yet most companies think of being eco-friendly only in terms of products. They wonder what can they sell that’s organic, fair trade, environmentally friendly, etc. But what about companies that already have well-established products and don’t want to reinvent what’s already selling well? And what about companies that sell services instead of products?

Consumer demand for environmentally friendly policies has evolved from niche to mainstream, and every company needs to take note. Even if you’re selling a service, there’s room to reduce your environmental footprint. Perhaps you’re an attorney whose office has gone completely paperless. Or you’re a financial planner with a LEED-certified office building. These are all important steps – and they need to be communicated to consumers.

We’ve recently begun collaboration with Paydirt, an agency that helps organizations design and implement practical sustainability strategies that deliver maximum benefit to both the environment and their bottom line. In our next few newsletters, we’ll continue our Environmental Footprints series with more about what companies can do as well as what they should avoid to be good environmental stewards – and communicate to consumers in a way that resonates.

Here are some quick tips to help you engage with women, regarding sustainability:

Consumer engagement. Women want to know how this impacts ME.

Competitive pricing. Greener products are “too expensive,” say 74% of women. Tipping point is to price competitively.

Quality. Greener products don’t work as well, say 61% of women. Prove that your product DOES perform as well as non-greener options.

Confusion. Vast majority really don’t know what to do or how to positively impact their environment. Show them that you know how (with your product OR service) and communicate that you ARE making a positive impact.

Credibility. Positively impacting the environment might just be your brand’s tipping point.