A recent DEFRA survey has provided organisations with an insight into how consumer perceptions have changed over the last few years in terms of ‘Going Green’. Once only a thing for radicals such as ‘Swampy’ (remember him?) this survey shows that the ‘Green Pound’ is now a big influence on how we all shop.
Public attitudes…
75% of the UK population now believe that recycling and reducing our car and plane emissions will significantly reduce the impact on the environment. Indeed, within the last 10 years, recycling has doubled.
The public have also indicated that the environment is now one of the top 4 priorities that they want the Government to deal with.
The Green Pound…
This means that consumers are now changing how they spend their money. For instance, 52% of people now say they will not buy from a company that has a poor eco record. Fair trade is now recognised as a ‘Brand’ to purchase and consumers are now choosing to buy from local producers to lead a more sustainable life style.
Marketing you green credentials…
So do you have to spend mega bucks on this to keep your current customers happy? The simple answer is no. Just take a look at what Marks & Spencer’s have done.
Plan A…
M&S may be good at food and underpants but they are also good at Green Spin with their ‘Plan A’ (apparently there isn’t a Plan B). Now some of the Plan A initiatives are noble but M&S have also taken the opportunity to actively market their legal requirements.
Under the WEEE Directive, M&S as a distributor of electrical goods, are obliged to provide information to consumers on how to dispose/recycle electrical goods. They do this with plenty of spin by saying that as Part of Plan A they are in a ‘take back scheme’ to reduce the amount of electrical goods going to landfill.
There are some other great examples from retailers but the moral of the story is by starting with your legal requirements and marketing these in the right way, you can certainly begin to position your company as a Green Supplier.