Riding on the Green Wave
As environmental awareness goes mainstream, it’s worth considering the impact that things like elaborate packaging and other wasteful practices have on your company’s image. Your customers are noticing things that would not have mattered to them a few years ago. And there’s no guarantee they’ll tell you that the reason they bought your competitor’s product is that they don’t approve of your indifference to conservation. At his blog, Seth Godin cites two examples of excessiveness that personally took him aback:
* “When I walked into my hotel room the other night,” he writes, “I was amazed to discover that no less than 18 lights were on (all traditional bulbs) and that the heat was set on three different thermostats to a toasty 75 degrees in honor of winter.”
* And then there was the exorbitant packaging used for a $125 wristwatch he ordered from Amazon. “The box for the watch contained four pamphlets, a small velvet bag, a cleaning cloth and was more than 10 inches by 3 inches by 3 inches in size,” he says, noting that the presentation box alone weighed over a pound.
Inspired by these examples, look for ways your own company can improve the environment (and your bottom line) by instituting conservation efforts before anyone complains—or switches to a competitor that appears more environmentally sensitive.
The Po!nt: According to Godin, not everyone will notice your eco-friendly efforts. Some, in fact, will hold them in disdain. “But as more customers change their worldview about waste,” he argues, “you need to consider who you’re talking to and what you’re saying.”
Source: Seth Godin’s Blog.
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