Thursday, March 3, 2011
What is a real green business?
Over the last 10 years we can clearly observe a strong tendency to differentiate companies with approaches "eco-friendly. Indeed, a large proportion of company began to recycle, reduce their carbon emissions, reduce water consumption or simply to offer reduced packages. But is it really "green" businesses? Or is it the only businesses that use the words "eco-responsible their products? It is important to ask the question.
After researching the topic, I came across an interesting definition of what a "green" company.
A green business can be defined as an enterprise so all activities are in harmony with nature and social environment so all stakeholders adhere to strict ethical rules
So according to this definition, offer a range of green products is not enough to prevent negative influence on the environment and the community to a business model and / or production process is not suitable. The company absolutely must engage fully in civic actions, and this, in order to promote financial sustainability, social and environmental long-term.
Having this reputation for "green"is an excellent point of differentiation and competitive advantage very effective and can not be imitated provided to base our model on this distinct advantage. This powerful weapon has to be absolutely be communicated effectively to customers and shareholders. A great way to do that is through a corporate website.
Indeed, the Internet is a powerful tool for communicating with stakeholders about the social responsibility of business. In their view, the advantage to connect via a corporate website is linked to the ability to provide targeted information to different audiences as well as obtain feedback quickly and at low cost.
This entire post makes sense and it tells you nothing new, but know that many authors have thought long and hard. What remains to be done as a target audience of such communications "green" is to exercise our critical thinking and sort out the companies that are truly "green. " In fact, during my last post, I talked about the business of Dawn dishwashing soap and its environmental actions, but, is it really a "green" company?
A fine example of "green" company that uses their website to effectively communicate their values is in my opinion, Leap Adaptive - Green Home. Their business model and all their activities are imbued with an environmental consciousness that distinguishes them from the giants in the field of green architecture.
In conclusion, ladies and consumers now have in mind this definition and be more critical when a "green" company we offers a range of green products. And you, marketers (EUSES) be careful when you proclaim a company as "green. " Their products are, perhaps, but not necessarily the case for the company.
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