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The future of green

23/05/11

Despite the recession, it still makes excellent business sense to focus on sustainability. Between 2007 and 2009, the UK economy overall grew by 1% (a figure of around 3% can be expected in normal economic conditions). During the same period, the UK’s ethical market grew by a phenomenal 18%.

However, the green marketplace is more competitive than ever – while the ethical market grew by 9% a year, the number of ethical products on the market increased by 73%.

It seems that being green is no longer enough – businesses working for planet and profit now have to work much harder to gain customers’ trust, attention and loyalty. Once they have their green agenda sorted, the businesses that are taking the lead focus on other consumer trends. This means that the design, delivery and communication of their green product or service is much more likely to be a hit.

Insider Trends has found that the leading green products, services and marketing programmes are likely to be:

• Transparent – for example, making production and delivery processes public, and being honest about the green targets the business is yet to achieve
• Engaging – such as being the first to use a new technology or material, or communicating your green initiatives as stories, rather than datasheets
• Educational – perhaps choosing to highlight a new and impactful cause customers are yet to be aware of, before showing them how the business’s product or service solves that problem
• Convenient – being aware that today’s uber-busy customers respond well to businesses that elimate any hard work and communicate using clear, impactful messages
• Cost-aware – either delivering a product at a comparable price point to conventional competitors’, or working hard to justify the higher price of the greener price to the customer

To find out more about how your business can make the most of the ever-expanding green market, and stand out in an ever more crowded marketplace, come to Insider Trends’ ‘Future of Green’ presentation. Each of the five key trends above will be covered in depth, backed up by solid data and brought to life using inspirational examples from some of the world’s leading, greenest businesses.

‘The Future of Green’ takes place between 3 and 5pm on Thursday 26^th June at the British Library Business & IP Centre. Find out more and book your place.

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