Go green for good business?!

Autor: Stefan Mark, erstellt: 30.03.10

Show your true colours or just colour the logo? In the battle for customers, companies focus on sustainability and play the green card. For obvious reasons: Whether Corporate Social Responsibilty or sustainability, sustainable engagement is no trend which must be neglected. Consumers are willing to spend more money for sustainable products. However, the products need to offer an added value which goes beyond salving the bad conscience. Products with a sustainable background and offering further benefits such as cost cuts (e.g. energy) or less contaminant loads (e.g. wellness, health) are accepted at a higher price.
Nowadays sustainibility is not only restricted to the bio food branch. However, companies really should be aware of their social responsibilty. Simply colouring the Corporate Identity will be the wrong way and will insult the customer’s intelligence.
Act good and make it known: But the facts have to be true to ensure that green business will mean good business!

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