The ECO:nomics conference, hosted March 5 by the Wall Street Journal, yielded some best practices for businesses hoping to reduce their energy use and carbon footprint, as well as some tips in green marketing.
Participants broke up into groups to discuss what works and what does not. Here’s a look at the results.
What works
- Companies should focus on improving their own energy efficiency, while emphasizing benefits to local communities. Look for “low-hanging fruit” for quicker ROI.
- Companies should give customers reasons to adopt environmentally responsible behaviors.
- When it comes to “green” marketing, provide information about a product’s environmental benefits close to the point of purchase. Make the message personal by explaining how a consumer’s purchase has direct environmental results.
- When providing information to stakeholders, avoid a “hard sell” on environmental benefits. Instead, engage stakeholders in a dialogue.
