The world of big business is making daily headlines by
"going green" after discovering that what's good for the
planet is also proving good for business.
IBM recently announced "Project Big Green," a $1 billion
initiative to reduce energy consumption by offering new
lines of energy-efficient IT products.
Wal-Mart is adding solar power to more than 20 stores.
PepsiCo is buying renewable energy certificates to offset
its carbon footprint. Even major banks and energy firms are
being asked by shareholders to prove that they, too, are
going green.
It's not just the biggest businesses that are attracting
new customers and shareholders and reaping huge profits by
"going green." Small businesses also are growing
eco-profits by embracing surprisingly inexpensive
strategies to add value to their products, services and
brand.
Consider these innovative examples:
- Bob Smith of Mad River Brewing Company in Blue Lake,
California, has attracted positive publicity (and new
customers) by promoting his efforts to reduce his small
firm's waste output and take other environmentally
conscious steps. In turn, he has received welcome positive
publicity from the press. "What PR budget? That is our PR
budget," he told the Albuquerque Tribune about "going
green" to market his business.
- In Florida, Natalie Kelly formed Home Therapy Cleaning
Services, which uses only nontoxic, all-natural cleaning
products for her home cleaning business. She used to sell
aromatherapy candles from her home, she told the St.
Petersburg Times, but today uses an aromatherapy baking
soda blend to freshen carpets.
Here's what you can do:
- Two inexpensive ways any small business or solo
entrepreneur can go green are to change light bulbs to
energy-efficient bulbs and use biodegradable cleaning
products.
- With that done, tell your customers and the media about
these simple ways to go green. You will have just earned
instant credibility as a green business, and also as a
media resource for simple, effective ways to "go green."
- Many communities online and offline are forming networks
to exchange energy-saving ideas for home and business. Form
your own energy network, enlisting neighborhood businesses
that will welcome another opportunity to show they're going
green, too. The plus for you is that you will have just
positioned yourself and your business as a community
environmental leader.
- Copy what the New York Times called "Phase 2" of the
corporate response to global warming. Partner with an
environmental group. Travelocity invites customers to
donate an extra $10 to $40, which goes to the Conservation
Fund to plant trees to offset the carbon used by a client
to take a trip. Whole Foods invites customers to buy a $5
"wind power card" that goes to Renewable Choice Energy to
build wind farms. What local environmental group can you
partner with to promote on your Web site (and vice versa),
to set aside a day that a percentage of profits will go to
that organization or to make their fliers available at your
business?
- Make use of readily available, free information to hand
out with your business literature or to make available in
your office. For example, create a one-page flier on your
letterhead inviting clients to calculate their own carbon
footprint by visiting
http://multimedia.wri.org/safeclimate_calculator.cfm.
- Go deeper green! Attend a "green" conference in your
community or region, and promote your attendance. (Go to
Google.com and type in "green" and "conference" and your
area to find out when and where they are scheduled.) Write
a "green" article on simple ways you are going green and
submit it to one of the dozens of "green" Web sites and
blogs that invite reader contributions. It's a great way to
market your smart ideas and your business!
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Ruth Klein, the De-Stress Diva (tm) and Branding Guru, is
the proverbial Woman About Town. Holding a Master's in
Clinical Psychology, consulting with renowned businesses -
small and large. Ruth is a consultant, author, speaker,
radio show host, branding strategist and productivity
coach. http://www.ruthklein.com .
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