If there was ever any doubt about the Green Revolution, it should forever be banished.
Our new president-elect has been espousing his plan to reinvent the American economy around alternative energy, thereby putting the focus of an entire nation around being green.
The “drinking out of plastic is bad for you” news six months ago now has people drinking out of the tap, or better yet, out of stainless bottles that can be used over and over again.
Organic sections are growing in grocery stores, becoming ever more mainstream.
The slow food movement is taking off, with restaurants creating entire menus from locally raised produce, dairy and meat.
And every retailer, large and small is moving toward a more green offering, with “the converted” espousing the environmental benefits of using Proctor & Gamble’s Green Works product line (never mind that they’re packaged in plastic) to new dry cleaning methods that are earth friendly.
THE REAL WORLD RETAILING TAKEAWAY
Tell your green story for greater impact with your customers.
We all love to tell a good story. We all love to be part of a movement. And the whole green thing has reached critical mass, and I do believe that we are in a tidal shift of how we view our impact on the earth.
So how do you, as a small retailer, tell your customers you’re on board?
You talk about it, every chance you get. It’s as simple as that. People are searching out more and more green products and services. So make sure you’re talking about it out loud when interacting with customers, that it’s included on in-store signage, in your marketing efforts, wherever it makes sense.
Case in point: every employee at the dry cleaner I use now says at the end of the transaction, “do you know about our biodegradable plastic?” Say no, and they’ll tell you how every piece of clothing is now wrapped in biodegrable plastic to minimize the environmental impact.
They also switched their hangers, from wire to thick plastic. I told the employee that I didn’t like them because I couldn’t hang more than three on clothes hook in my car. And that was the employee’s launching pad to tell me about the fact that their hangers are (I didn’t get this part clearly) recycled or recyclable. Either way, I immediately said, well, if it’s good for the environment, then I’ll make do (the employee actually gave me a hook for my hook that allowed me to hang about 15 pieces from that expanded hook – nice touch).
The point is, that green trumps everything. “If it’s good for the environment, then I’ll make do” is quickly becoming the new way of thinking from a consumer’s perspective. And that’s amazing.
How are you telling your customers about your “greenness?”