Customers want greener goods and services, but be competitive

Finding the right balance – that is the key. As 2010 rolls in and the economy makes slow movement toward more positive terrain; the fall out from the last few years is being reviewed by both consumers and businesses alike. The global recession of recent years has left businesses cautious and consumers very discerning in how and where they spend their dollars. The last decade saw major inroads by companies looking to be more environmentally friendly and by consumers having more green awareness and higher expectations from their providers of both goods and services. Though the economic downturn slowed the necessary changes towards a greener economy the momentum wasn’t entirely lost. Now manufacturers and services based firms are seeking to gauge what the consumer actually wants in a very different market than which existed five years ago.

An interesting poll conducted by Harris Interactive this month on behalf of Whirlpool provides results that can help you make decisions that match the needs of your customers or clients. There is very positive news that consumers do want their products and business partners to offer green benefits, so long as the pricing remains competitive. Finding that right balance will be critical to growth in an economy that remains timid but serves a populace that demands positive change. A well informed client is a positive thing as is to be embraced. Before looking at the some of the poll results its beneficial to explore how one should therefore market their business to potential clients:

• Transparent presentation of facts: Promote your commitment to green business practices and your reasons why.
• Engage your customer: A business relationship runs deeper than price, the value of quality and service are also linked to the ethics of your business and your customers.
• Share the dividends: Don’t hide the positives, if your company has reduced energy consumption or moved to greener practices share this with your clients. Chances are your competition doesn’t do as much as you.

The Harris poll revealed that  59% of consumers (of appliances) would prefer to to spend money upfront to conserve energy and save money in the long term. 74% revealed that the energy efficiency was the number two factor in making a purchase (following price). On the other hand only 20% said they would sacrifice some eco-features if that resulted in a lower price for the product. Each result signifies that there is an achievable approach to match client needs with corporate responsibility and that should be the goal.

At Miratel we strive to provide our clients with a value proposition that incorporates our values and commitment. Sustainability (green practices) is often referred to as the “triple bottom line” and is often accompanied by the motto “People, Planet and Profit.” These phrases each refer to a business that values environmental welfare and social justice, in tandem with the fiscal bottom line. We can achieve our goals while balancing our commitment to sharing and encouraging sustainable practices. Even more importantly we feel our goals can mirror those of our clients.

(article written with polling support from Harris Interactive)