Guest Post By: Janet Lovelace of Work Can Wait
Running a business can be an extremely rewarding experience both personally and professionally. Building an eco-oriented brand may be a great way to find success. According to a 2020 survey by Getty Images, 81% of people expect companies to demonstrate environmentally aware principles in their communication. There is a significant opportunity to capture these consumers if you have an effective plan.
Understand What Makes a Business Green
Simply put, a green business is one that endeavors to lessen its environmental impact. Typically, eco-oriented enterprises either sell a necessity that is more environmentally friendly or a product or service that can help the customer be more environmentally aware.
One way to do this is through sustainably sourced materials and manufacturing. More eco-friendly packaging is also a common way to make a business greener. Additionally, green companies may adopt internal practices that help to reduce waste. It is also common to provide resources to consumers that teach eco-friendly habits.
Developing an Eco-Friendly Business Plan
As you are writing the business plan for your eco-oriented company, think about how green efforts will factor into both your operations and your branding. Many green business leaders are genuinely concerned about their environmental impact. However, some are only interested in it from a marketing perspective. Typically, the former group is able to produce more authentic and effective green branding due to “walking the walk.”
You may want to carefully research the economic viability of your green initiatives. Materials and products with lower environmental impact may be more expensive to source. Although some consumers may be willing to pay a premium for eco-friendly solutions, this may limit your audience.
Marketing Your Eco-Oriented Business
Once you have a plan for your business, it is time to start marketing. The good news is that there is a significant market segment that is interested in more eco-friendly products and services. Typically, this group is highly receptive to green marketing provided that it is authentic. Increasingly, consumers are looking for impact reports and other evidence to help back up eco-friendly claims (even if they don’t actually read the reports).
Many standard marketing channels work for this. You can use social media and search engines to reach consumers. Advertisements and other paid marketing can also work; however, they tend to be perceived as less genuine. Work with the experts at Viamark Advertising to craft your messaging.
Minimizing Your Carbon Footprint
One of the best things you can do for your green business is to try to reduce your carbon footprint. This is a general measure of the greenhouse gas emissions generated by your enterprise. There are lots of ways you can improve this. For example, you could try reducing your company’s waste, improving recycling, and upgrading your workplace to be more energy efficient (such as improving insulation). You can also opt to use renewable energy where possible. Many localities have special energy providers that will include a greater mix of green energy than is standard. Some businesses also install solar panels and other hyperlocal energy generation machines. Switching to more digital operations can also help with your carbon footprint.
Get Started Building a Green Business
Discover more about creating a green enterprise today. With the above four steps in mind, you will be well-prepared to establish your business. However, you will need to research carefully when making decisions about vendors, operations, and manufacturing. It is challenging to make a green company, but it is worth the effort.
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