others make environmental claims without the proof to support them. And, as we have found, some companies with environmentally valuable products don’t make any green claims at all.

When Washburn Communication recently attended Globe2008 in Vancouver, B.C., we didn’t run into a single marketing service organization. Unfortunately, many marketing vendors have taken a passive approach to environmental marketing. In consequence, the innovative, risk-taking businesses with environmentally valuable products or services are underserved, especially in the business-to-business segment.

Best-Practice Suggestions for Environmental Marketing
With a strong backlash against meaningless or less-than-believable green marketing, one can understand why business marketers would want to avoid environmental issues. But that approach would deny the needs of sophisticated audiences. To ease the way, here are a few best practices that can apply to almost any marketing effort:

• Articulate your commitment. An environmentally focused marketing effort requires you to clearly identify the company’s values. To what extent does your business leadership care about such issues as climate change, sustainable business practices, or the quality of our environment? What is the most appropriate way for the company to express and communicate such commitments? In some businesses, the product and service portfolio will provide a ready answer. In other cases, the connections may not be so direct.
• Take a complete inventory. What possible content is available and appropriate for your green marketing communications? Does your company offer environmentally relevant products or services? Does it follow excellent green practices in its business processes? Clients and business partners want to know these things. Your credibility may suffer if you market green products but don’t practice environmental responsibility within the organization.
• Know your audiences. Do due diligence to find out what customers, partners, analysts, investors, employees, and other stakeholders wish to see in your company’s environmental story. Some audiences may hope for strong return on investment or other business metrics combined with environmental benefits. Others may be more interested in your company’s commitment to the environment as a civic value.
• Be credible. If you claim that a product or business process provides environmental benefits, you must be willing to provide substantiation. Many individuals and businesses prefer to do business with companies whose offerings have environmental merit, but they will not easily forgive claims that have no factual basis. Don’t rush into green marketing because everybody else appears to be doing so—do it at the right time, when you have a strong story to share.
• Use design to stand out from the crowd. Audiences appreciate attractive images and graphics that represent their values. Green marketing abounds with lovely imagery that plays on natural and environmental themes. In a business-to-business context, you may need to provide strong visual clues to help customers understand that you are as committed to their success as you are to the environment.
• Keep in touch with reality. Social networking, blogging, and other channels make it easy for people to exchange ideas. Listen to the buzz about your environmental marketing. You may find yourself praised or criticized by people whose opinions you respect, offering confirmation or opportunity for improvement.

To have a conversation or for help developing your green marketing, please get in touch with us and visit our environmental marketing blog.