Browse
Engage
Research
The results come from the Small Business Index survey from Wells Fargo and Gallup. A majority of those in the survey -- 67 percent -- don't think customers will pay more for environmentally friendly goods and services. This is up considerably since April 2007, when nearly half, or 49 percent, believed consumers would fork over more green for greener products.
Of course, the change in perception is due to today's economic woes. Still, a spate of recent surveys show some are indeed willing. For example, a Forrester survey suggests up to 18 percent of consumers would pay more for an environmentally friendly product, while recent Carbon Trust research said it's important to buy from environmentally responsible companies.
In the Wells Fargo/Gallup survey, just 37 percent said they actively try to show their green credentials to their customers, down from 47 percent in April 2007. The No. 1 reason for communicating efforts: "As part of a personal commitment or responsibility," followed by public relations reasons and attracting customers.
Forty-five percent said they've assessed how much energy their company uses while 68 percent have made the switch to energy-savings appliances, light bulbs or vehicles.
Fifty-five percent of respondents believe their company can take specific actions to improve the environment, but 43 percent don't, representing a potentially large swath of small business owners who are missing out on opportunities to make their operations more efficient and save money in the process.
Wells Fargo and Gallup have conducted the Small Business Index survey for the last 23 quarters on their perceptions of their business financial situation. The most recent survey, conducted Jan. 22 - Feb. 2, is based on 604 small business owners across the country.
I won't pay more BUT...
I will switch brands in an instant to a green product that does the same thing...
Think lightbulbs, cleaners, cars, web hosting, bottled liquids, and on it goes...
And I don't need a sustainabilty MBA to know that it is often cheaper to build, ship and sell a green product that some polluting one.
And actually I will pay more and often do - but did not want to start my reply with that...
So get real and get someone to use unbiased data gathering. The person above is correct.
There is a bias in this study
A study like this would only be meaningful if it were given to businesses that sold eco-friendly items. Most businesses that don't sell any eco-friendly items have a bias against them so they are automatically going to answer the questions with what they "believe" their customers would do...not what the trends in their inventory are actually telling them.
There's more to it
Operating a small business responsibly goes well beyond what 'sells'. There are a large number of things business owners can do to improve their processes without negatively impacting the bottom line.
And when it comes to the customers themselves, forgetting about the slumping economy for a moment, 'green' is becoming less a selling point with customers not because it's not important to them, but because there is an issue of trust - or lack thereof.
Greenwashing is a real, pervasive problem, and customers are not stupid. The sheer number of decidedly NOT green companies abusing unregulated terms like 'natural' is baffling.
Consumers almost expect that companies are lying to them, and it's sad.
Transparency with your customers is key. Do not make claims you can't back up - and to go a step further, show your customers how you're achieving what you claim, upfront.
There is a real place for responsible companies in this economy. You just need to go about it the right way.
Chris Pritchard
SIDD
Green IT
Business's should consider some of the easiest ways to be green with IT, in most cases it will save them money first and the added side effect is the green benefit.
Take two examples, PC Power Management can easily be controlled using a centrally managed product and deliver electricity savings in the 50 to 70% region wich will definitely save all businesses money. The side effect is less energy used less C02 emitted.
Another example is virtualization of servers. By consolidating server estates you save money in hardware, licensing, maintenance and electricity on the actual servers and HVAC and the green side effect is less physical product used and again less electricity.
Finally, just printing less can make a big difference. I try and print the bare minimum and use very little paper or ink for that matter and the savings are obvious.
Hopefully small business will not be too effected by the current economic woes and will be able to re-embrace the green opportunities.
http://blog.squeezetech.com