For the April 2022 edition of Ulster Business, I was asked about my thoughts on the so-called ‘Green Dollar’, and how businesses are supporting environmental goals, and communicating that to their customers through tactical marketing and content creation.
Here is a snippet from that piece. You can read the full article in April 2022 edition of Ulster Business, page 76-77
Do not be mistaken, environmental issues are not just an excuse for a good-news PR campaign. They are real concerns that businesses of all shapes and sizes need to grapple with.
The need to switch from diesel fleets to electric, or to install renewable generation across business premises are among the pressing matters that many, if not all, companies will need to address in the coming years.
Rest assured that ‘cancel culture’ will reach this space soon and companies, rightly or wrongly, will be targeted if they are not up to scratch.
Supply chains, investors, government and the general public are demanding that businesses to contribute to our green targets and in turn the market for media content that communicates the environmental credentials of organisations is growing.
When a supermarket demands its supply chain lives up to its green standards, the food producer’s brand and communications foundations will need to have been built. Therefore, many businesses are jumping in with both feet to this environmental branding space. Remember that companies exist to make money, so it is the threat of financial loss that really drives change for most.
The good news for businesses in all sectors and of all sizes is that it has never been easier to communicate with your audience. There is an opportunity in all of this to get ahead of the competition by communicating effectively through environmentally conscious content. Content that documents the journey to net zero, the installation of solar panels, or the arrival of the first electric delivery van.
The big companies have been doing this for years, but SMEs can now make simple, practical, environment-led changes and leverage social media to communicate these to their audience, which will stand them in good stead as they approach this new way of doing business.