Those who thought just a few years ago that being eco-friendly is just a temporary fad that will pass quickly could not be more wrong. Increasingly clear voices of experts raising the alarm, growing environmental awareness of consumers, the emergence of new trends (green consumption, green marketing) - these phenomena have not left without impact on purchasing decisions taken by customers, thus affecting business. Ecology is no longer just a trend - it is a requirement and obligation for companies operating in various industries.
Green - consumers' favourite color in the 21st century
Why is there such an emphasis on eco-friendly solutions? Environmental protection did not become a burning topic "just like that." The current state of affairs has been brought about by conscious consumers who feel responsible or co-responsible for environmental problems. Their number is constantly growing. This is why green consumption, i.e. reaching for products and services created in an environmentally safe way, is developing. Green consumption is connected with green marketing, which should be referred to the entirety of actions taken by the company: from the sustainable production process, through internal changes (e.g. resignation from paper invoices in favour of e-documents) to the promotion of ecological attitudes.
Some of the most popular company green policy actions include:
- reducing energy consumption,
- use of renewable energy sources,
- choosing green hosting,
- production from renewable raw materials,
- production of recyclable articles,
- ecological waste management,
- supporting a sustainable procurement policy,
- reducing or abandoning single-use products in favor of reusable ones,
- no animal tested products.
The list doesn't end, even the opposite - the possibilities are only growing.
eCommerce and green solutions
Not only eco-friendly products
Initially, being eco meant offering customers products that do not cause harm to the environment. Among the leading examples of such goods are undoubtedly natural cosmetics, cotton bags, wooden toys or certified food. Currently, you can also find soy candles (without paraffin, which is harmful when burned), chemicals (dishwashing liquid or washing powder) and various home accessories (wooden washers, compostable garbage bags, paper straws, bamboo dishes and cups, etc.).
Some companies have started with that, while others have changed their processes (production, logistics, etc.) to respond to the needs of today's customers and, by extension, the environment. Such changes are impossible to make in the short term, but just taking the first step can be well received.
However, nothing has to end with eco-friendly products. What other solutions are worth implementing?
What can be done to make logistics green?
Packaging and transportation - these are the two elements that keep businesses up at night wondering how to minimize environmental damage in their day-to-day operations. Reducing packaging to an absolute minimum, recycling, using environmentally friendly materials (paper, recyclable plastic or biodegradable plastics). Using eco-friendly substitutes for bubble wrap, such as corrugated cardboard, cardboard angles or recycled wrapping paper. Delivery to parcel machines or pick-up points, reducing your carbon footprint. These are all possible - and being employed by a growing number of companies.
“Praise thy neighbor, and know not thyself”
Best local - have you ever heard of such words? Surely you have heard of or know of companies that emphasize working with local suppliers as an asset to their business. This is not only a good way to support the local economy, but also to reduce your carbon footprint by shortening your supply chain. Such an approach is sure to be well received by your customers. What's more, it will allow you to see for yourself the quality of the products you receive.
However, ecological benefits are not everything - the savings for the company (in terms of shipping, storage or preservatives costs) are also worth mentioning, which is tempting for every (smaller and larger) entrepreneur.
Green solutions? Don't introduce them quietly
Are you trying to be eco-friendly? Speak up - if you embrace eco-friendly behavior as an important part of your brand, you need to continually draw attention to it while building company recognition. You can do so in your communication with customers or in your social media channels, as well as by supporting and engaging in various actions related to environmental protection. It will certainly be well received by your regular and potential customers - especially those among the younger age group.
Surely, you are worried that being eco-friendly will cause your company's finances to go under. However, you must remember that it is possible to organize (or join) uncomplicated and low-cost actions. Donating €1 to plant trees for the OneTreePlanet Foundation for every order placed? A Facebook Ads campaign on recycling to give advice on how to dispose of your product packaging? Introducing secondary packaging recycling? The possibilities are endless!
To meet expectations - generations Y and Z
Millennials and generation Z are currently the groups that are taking over the markets. Research shows that one of the most important values for them is concern for the environment - they even declare readiness to pay more for recycled, natural, biodegradable products, etc. Businesses cannot be indifferent to how intensely this trend is developing. On the contrary - it should meet the expectations of its customers in order to reach them faster and thus build their trust and loyalty.
