A recent study conducted by Ecoalign.com unveiled some useful and rather surprising results on how well Green Initiatives are perceived by consumers.
While most green efforts are perceived well by consumers, 77% of the study participants believe that utilizing energy efficient business operations is the most important factor in determining who they think is a leader in environmental causes, followed by 73% for energy efficient buildings.
The study also concluded that heavy green marketing and political advocacy were not seen as critical by consumers when evaluating a company’s green initiatives.
Consumers want to see investments into long term green initiatives. Consumers want to know that your company is taking strides in becoming more efficient and are serious about the cause for the future.
This reaction may come as surprise to many companies, as they push strong advertising campaigns and focus on the public relations for their green initiatives.
As awareness grows, however, consumers are becoming more critical of business practices and claims. They want to see physical evidence and long term commitments to social responsibility and not just top layer claims.
So what can your company do to make sure your green actions are perceived well? Take a step away from the heavy advertising and public relations campaigns and look at your basic business functions. Re-evaluate your business operations and find ways to be environmentally friendly from within before pushing the advertising. Start from the bottom, making your own business model more efficient, and environment friendly perceptions will follow.
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