The Green Economy Post: How To Effectively Promote Your Company’s Green Practices
Kiwano Marketing is a regular contributor to The Green Economy Post. This is our latest article on one of the leading sources of information for businesses in the sustainability sector
“Many companies are already doing their debut with green business strategies, but only a small percentage is communicating their sustainable efforts. From the ones that are doing so, few are actually doing it right. Why do consumers frown to green communications? I strongly believe it has to do with two key aspects: the message tone and the medium used.
Think of the latest ad you saw, promoting the green initiatives of a popular corporation. Nine times out of ten, the tone is either compassionate, congratulatory or apologetic. These campaigns are focused inwardly (on the company) and fail to communicate the benefits for its customers.
Yes, it’s grand to be environmentally sustainable – everyone should aim towards this goal – but it cannot be the sole focus of a communications strategy. This internal focus green communications tend to adopt render the campaign biased, making it less pertinent to viewers.”
Continue reading this article at The Green Economy Post.
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