Go Green To Boost Your Business
 By B.J. Addington

Showing respect for Mother Nature could help you land new customers – and enthusiastic employees.

Recent surveys have demonstrated that young people share concern for the environment. From teens to college students, these youngsters not only want to patronize environmentally friendly businesses, but they also want to work for companies that make a genuine effort to protect the environment.

The Teen Market
JWT, the largest advertising agency brand in the U.S., produced an online survey in March that revealed current teen views on the environment. The teens ranged in age from 14 to 19. The findings:

• More than 80 percent of American teens are bothered by the fact that the U.S. represents one of the world’s leading sources of pollution

• A majority of teens (61 percent) actively agree that their generation will be more environmentally responsible than older generations

• More than three-quarters (78 percent) believe there is still time to repair the damage already done to the environment

So what do those teen views have to do with your small business? In a word – sales.

A full 75 percent of the survey respondents say they would buy products or services that help the environment. And 41 percent say they encourage their family to buy environmentally responsible products.

If your small business sells environmentally friendly products and services, promote that fact to teens and their families.

Want to hire the brightest teens in your small business? You’ve got to do more than show them the money. In the survey, more than half (59 percent) said that they believe corporations should take the majority of the responsibility for saving the environment. And as many as 80 percent believe corporations should obey an ethical code of conduct regarding the environment.

Show teens your environmental ethics and you could woo young employees.

The College Market
If you’re looking toward the college market for sales or employees, prove to that age group that your small business is making a difference in the world.

A 2006 survey from Experience Inc., a career site specifically for college students and alumni, found that two to one, students said that making a difference in the world is more important than professional success.

“Today’s college students are very thoughtful about all aspects of their life – including social and political issues,” says Jennifer Floren, founder and CEO, Experience, Inc. “Young adults realize they can achieve professional success and positively impact global change at the same time, by pursuing a career they love.”

For small business that can’t afford to offer lavish employee perks, focusing on environment change could help land loyal college-age employees.

Many college students also put a high premium on products and services from companies that demonstrate a healthy respect for Mother Nature.

That’s the finding from Alloy Media + Marketing, a national marketing services agency that recently released its 5th Annual College Explorer Study. The study found that college students ages 18 to 30 are directing much of their spending toward brands and businesses that they perceive to be socially responsible.

And that discretionary spending power is huge – about $46 billion, reports Alloy Media + Marketing.

When asked about factors that drive their purchase decisions, 33 percent of the study’s respondents said that they prefer brands that give back to the community, are environmentally safe, or that are connected to a cause.

To gain sales from the college market, tie your small business to an environmental cause. Specifically market any recycled products you offer. Promote any contributions your business makes to environmental causes. Offer pro bono services to groups that focus on environmental protection.

(Posted April 2007)

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