We Play in Traffic

The trend of green-retailers getting a thumbs-up by the consuming public doesn’t seem to be slowing down. A recent article on AdAge.com (www.adage.com) shows that goods described as “sustainable, environmentally friendly, and eco-friendly” are proving to be more recession-proof.

Having this trait can add to the dimensions of your retail personality. It shows you care about the planet and everything in it – important. You care about your friends, family and the future – even more important.  And about your customers and what’s on their minds – most important.

Though buying green can be more expensive, the consumers that buy green are buying, shown by the continued success of retailers like Whole Foods, a brand that places more importance on green operations than other grocers.  Wal-mart is backing greener goods and advising the public to “Watch Your Budget. Help Your Planet.” Target also has a home page with this same idea and products to back up the message. This green campaign isn’t fading and the retailers that have been involved the longest are getting really good at being the best.  And soon virtually every product will have an organic or recycled alternative. Even cleaning supplies (aren’t they why we have child locks on cabinets?) are getting greener.

Retailers may not be able to produce green products, but you can still be green. Take The Philadelphia Eagles of the NFL.  Who would think of a pro-football franchise is green?  But they are recycling all the waste that is generated at each game.  And promoting that – being green in more than uniform color.  You can take the same sort of angle to being green by participating in green efforts, and promoting your support for it.  Hold events within communities to plant trees, host a charitable barbecue in the summer sun for clean energy, or at the checkout just provide the option to donate a dollar.

Find a cause in which you believe your audience would be interested. One that has some kind of connection to your brand (every retailer uses masses of paper products, so that’s always a good one).  The EPA has a portal just for the retail industry that may spark some thinking:  http://www.epa.gov/retailindustry.  And there’s an interesting blog on the subject that may provide the same: http://marketinggreen.wordpress.com

This isn’t about being slick and disingenuous.  Yes, it’s a marketing thing.  But it’s a life thing.  That’s why the consumers appeal.