If it Matters to Them, Shouldn’t it Matter to You?

It became pretty clear, fairly early on in the process of compiling information for this year’s “Green Issue,” that the subjects of “environmentally sound business practices,” “going green,” “reducing one’s carbon footprint” (all the neat little catch-phrases) elicit strong reactions from folks – in both directions.

Proponents who believe that embracing “environmentally wise” (there’s another one!) actions is “the right thing to do” often assert that one person (or business) can truly make a difference, or that the actions of a few ultimately snowball and lead to positive change on a larger scale with larger companies and politicians eventually enacting policies that can reverse ecological damage propagated by humans on our planet. In the other corner, those not on the green bandwagon often view the whole movement through a fairly jaded lens – companies only do it as a PR stunt; it’s a meaningless exercise if countries such as China continue to pollute, unchecked; the damage to the environment has gone on for too long and at too great a scope and cannot be reversed (or, alternately, no damage has been done, global warming is a myth, et cetera).

Putting aside personal philosophy and politics, it seems to me the more important question is: Is “Going Green” Good for Business? If you enact green practices – whether you believe it’ll save the earth or not, and whether you’re all-in with the movement or if you think it’s just a bunch of wacko hippie tree-huggers – will it positively affect your bottom line?

In its 2012 “goodpurpose” study, Edelman (the world’s largest PR firm) found that 72 percent of consumers would recommend a brand that supports “good causes” over one that does not – an increase of 39 percent from only four years previous. In our own retailer survey for this issue of MMR, a combined 81.2 percent of dealers characterized an MI supplier’s involvement in “green” policies as being either “very important” or “somewhat important” when deciding whether to do business with that company.

“So what?” you may be asking. Your operation is nowhere near as large as Ikea, you can’t claim ownership of 314 wind turbines across the globe and you aren’t apt to be putting 700,000 solar panels on your facilities, as they have. So why bother changing some light bulbs (for example)?

Aside from saving $30 – $80 over the lifetime of each individual bulb (quick math: if you have at least ten light fixtures in your store, that means you’d stand to be spending $300 – $800 less over the next three or four years. $800 may not be life-changing, but I wouldn’t kick a check for that amount out of bed), think of the positive spin you can squeeze out of such a small, easy move.

To those who think the “green movement” is silly, ineffectual, needless, et cetera – let’s say you’re 100 percent correct. Data overwhelmingly suggests that your customers feel differently. If the idea (even if it’s just an idea) of protecting and preserving the environment matters to your customers, shouldn’t it matter to you? You don’t have to drink the Kool-Aid, but why turn your back on profits? Take advantage of the PR boost you could be getting, pocket that $800 you’re saving by using different bulbs (or whatever equivalent dollar amount is represented by other environmentally wise actions) and bite your lip until you get home and can vent about all the left-wing nutballs out there.