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NEW REALITIES
The Sky is Green.
Today pretty much everything is available in green. Including marketing and communications. Not just because of the recycled paper and renewably forested trees but because concern for the environment is effecting everything from Hollywood to toothpaste. Sustainability and eco-friendly are buzzwords. Comic strip characters are even selling carbon credits. Any company can and should take every opportunity to trumpet their products’ and policies’ impact on the ecology. |
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Tree hugging has become fashionable. Now you can live in harmony with the environment in luxury. The real estate industry has a system for rewarding environmentally friendly design and construction. The US Green Building Council’s LEED Certified Silver, Gold and Platinum designations are highly coveted and extremely valuable. LEED stands for Leadership in Energy and Environmental Design. Of 600 LEED buildings nationwide only 16 new buildings scored the 52 or more points to achieve Platinum Certification.
Points are scored for high-rise innovations such as rooftop photovoltaic systems for converting sunlight into energy, special paints, adhesives and sealants that don’t contain odorous and irritating volatile organic compounds, glass curtain walls that admit every bit of daylight and lessen dependence on electrical lighting, micro turbines using natural gas to supply both heat and electricity to a building, lobbies heated and cooled using geothermal wells, and on top of it all green roofs which use trees and shrubs to lower the heat island effect of the paved surface while giving tenants a private rooftop park. Green high rises are not only energy efficient but much healthier for those who are fortunate enough to live in them.
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Pursuing green is our future. The question is the degree to which green can be a selling point for your product or service. Green people are highly prized, affluent, well educated prospects. They have a great deal of disposable income. Now – helping reduce human stress on the environment should, naturally, be its own reward. But if your company is committed to green initiatives the world needs to know about it. Increasingly, whether a person is considering a purchase of your product, renting your property or accepting a job offer, they want to know the environmental character of your company. So tell them the good news.
It’s worth making your business carbon-neutral. It’s worth installing energy-efficient lighting, heating and cooling. It’s worth producing your product in the most energy efficient manner possible. And, then it’s worth letting the world know that you’re on the positive side of green.
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