| Companies, cities and individuals are getting | | | | recognize that they need to be concerned with |
| involved in the green movement. They are doing | | | | the triple bottom line-how they make decisions |
| there part to keep the environment healthier by | | | | based upon the economic, environmental and |
| reducing humans' impact on the land, using | | | | social impact. |
| recycled metals and nontoxic substances, organic | | | | Unfortunately, the majority of people believe that |
| gardening, adding more green space, building using | | | | green marketing refers solely to the promotion or |
| environmentally friendly materials and more. | | | | advertising of products with environmental |
| An increasing number of businesses are beginning | | | | characteristics. This is only part of the equation. |
| to see it as a market advantage, especially when | | | | Green marketing incorporates a broad range of |
| you consider organic foods is one of the fastest | | | | activities, including product modification, changes to |
| growing markets. | | | | the production process, packaging changes, as |
| Here are some reasons that organizations and | | | | well as modifying advertising. |
| businesses have moved in that direction: | | | | Here are some of the things you can do to |
| * Employees careo According to a recent survey | | | | incorporate the green movement into your |
| by progressive community network Care2, 48 | | | | marketing efforts: |
| percent of employees say they would work for | | | | * When manufacturing your products - consider |
| less pay, if they could work for a socially | | | | using recycled materials for packaging and |
| responsible company. And they would work hard; | | | | incorporating organic fibers or other materials. |
| according to the survey 40 percent of employees | | | | Once you have changed the way you |
| would be willing to work longer hours for a job at | | | | manufacture, then make sure to make people |
| a socially responsible company. | | | | aware that your product packaging or materials |
| * Research dictates they need to be concernedo | | | | are made using natural materials that do not harm |
| Turner Construction company conducted a study | | | | the environment. |
| that revealed more than 70% of executives | | | | * When renovating or building new - consider |
| believe that green buildings enhance student | | | | choosing alternative, environmentally sound building |
| performance. | | | | materials and using more insulation to minimize |
| * Environmental groups are forcing companies to | | | | energy use. Make people aware that you're a |
| become more responsible | | | | company who practices socially responsibility. |
| * Due to pressure from environmental groups, | | | | * Designate a place to recycle for both your |
| now the top 30 banks have stopped funding | | | | internal and external employees as Staples does. |
| environmentally and socially irresponsible | | | | They promote recycling programs at its stores |
| corporations and have become more "green." | | | | for printer cartridges and consumer electronics. |
| * Competition from other environmental activities | | | | * Identify local and global causes where your |
| pressures companies to change their marketing | | | | company and employees can get involved and |
| initiatives | | | | make a difference in the environment. o Consider |
| * Levi's is introducing its 100% organic jeans this | | | | the efforts of Clif Bar Co., which was aware of |
| fall. | | | | scientific predictions of global warming and how it |
| * Nike is making organic sportswear and talking | | | | would diminish the snowpack by up to 70 percent |
| about becoming a responsible citizen. | | | | in western U.S. coastal mountains over the next |
| * A growing number of retailers are | | | | 50 years. Last winter, it launched a campaign to |
| experimenting with more environmentally sensitive | | | | help ski resorts, skiers and snowboarders combat |
| and energy efficient stores. | | | | global warming. Research dictate consumers care |
| * McDonald's started serving Fair Trade | | | | about the environment. Even in the Midwest, |
| Certified(tm) coffee in 658 of its restaurants in | | | | consumers feel the same-eight-four percent of |
| New England and Albany, NY. These locations | | | | general consumer population indicate they care |
| switched 100 percent of their coffee products | | | | about protecting the environment, according to |
| over to Fair Trade Certified(tm) organic coffee | | | | the Ohio Health and Wellness Research Report(c), |
| from Newman's Own Organics, roasted by Green | | | | a research report by The Marketing Insider found |
| Mountain Coffee Roasters. They started this as a | | | | in its August 2005 survey of 1,100 consumers in |
| regional launch and with a goal of expanding it | | | | Ohio. They want to know that companies care as |
| across the country. | | | | well and the only way they can know is if you tell |
| Even more so, companies are starting to | | | | your story. |