Businesses everywhere seem to be going green these days—and for good reasons. Not only will the benefits of environmentally responsible behaviors ensure sustainability for generations to come, but green is actually in demand by consumers today.
Many Americans, including those who are currently enduring financial hardship, are willing to pay more for environmentally friendly products, a survey conducted by GfK Roper Public Affairs and Media and the Yale School of Forestry and Environmental Studies recently found. In addition, a Pew Research Center survey found that 93% of Americans believe companies have a responsibility to help preserve the environment, and 91% of Americans have a positive image of a company that is environmentally responsible.
As a water treatment professional in today’s green market, how are you contributing as a responsible steward to the environment? There is a good chance that you are already being green, even if you have yet to give it much thought.
If you install and service demand-initiated regeneration water softeners, for instance, you are promoting environmental responsibility. Water softening systems reduce the consumption of soaps and detergents and prolong the life of household appliances. And replacing outdated time-clock-initiated softening systems with demand-initiated ones will reduce the amount of brine discharges into wastewater streams.
Perhaps your dealership offers bottling services as well. Do you have a recycling program in place for used bottles? The U.S. national recycling rate of PET plastic has increased for the fourth straight year as consumers become more aware of the benefits of recycling PET beverage packaging. Make it easy for customers to recycle used plastic bottles by offering a bottled water recycling drop-off center at your dealership.
If you already offer the aforementioned services, then you are doing your part as an environmentally responsible business. But are your customers aware of this? This is where the term “green marketing” comes into play. In addition to implementing environmentally responsible practices, you must communicate your green credentials to your customers.
Green marketing is the process of selling a product or service on the environmental benefits that the consumer would derive, and it incorporates anything from modifications to products or packaging to changes to the production and distribution processes. In other words, anything you are doing that has an environmental benefit means you should promote your company as being green.
The next time you create a company brochure or decide to run an advertisement in a local newspaper, consider including your green practices as a part of your ad campaign. Not only is it a great thing that your business is doing but it is also what consumers today are interested in.
And if you decide to promote the green aspects of your business, initiate green practices around the office as well. For instance, use recycled paper, encourage employees to print less and take the time to map out the most fuel-efficient routes for salt deliveries.
Every simple thing you can do helps, and the environment—as well as your customers—will appreciate it.