4 Trailblazing Green Companies

By Lewis Robinson

Going green is a hot trend in the corporate world. This may be a result of consumer preference, the drive to be a good corporate citizen or simply as a means to improve profit by reducing costs. Whether or not the public continues to see value in green as a trend, the necessity of reducing costs by going green will continue to be an important business driver.

For the time being, customers are responding with their interest and wallets to green strategies, and these four companies are leading the charge.

1. General Electric

The most prominent example in recent years has been General Electric's Ecomagination campaign. It is an all-encompassing effort that combines a broad green marketing campaign, internal means to reduce emissions and energy costs as well as products that themselves are green. For example, General Electric got deep into the wind farming industry, producing transmissions, materials and finished goods for wind farming facilities. In addition, the company took steps to rent energy efficient offices and hardware as well as re-engineer manufacturing plants to reduce energy use and costs. 

Consumers appear to respond positively to green marketing campaigns, as they make the company look more socially responsible. Even the government supports green marketing campaigns for businesses. As the customer is always right, these green marketing campaigns alone can help to boost the business.

2. Nest

Another recent example is Nest, which was purchased by Google for $3 billion last year. On the surface, that price seems excessive for a company that makes thermostats. However, Nest's Learning Thermostat is on the leading edge of green marketing and energy efficiency. The Nest is a beautifully designed, circular device that automatically adjusts temperature in the home to personalized settings. The device will adjust based on how rooms are being used and who is in the home. In addition, the Nest can be controlled by a smartphone app which makes it accessible from anywhere. These features can substantially reduce energy use and costs.

3. Walmart

The largest retailer and private employer on Earth, Walmart, has started its own green campaign. Despite its reputation as a conservative company, the firm has jumped onto the green trend. Not only is it good for customer appeal, but it also substantially reduces costs. Operating a huge nationwide delivery fleet, Walmart has pursued strategies to reduce fuel costs in its huge number of trucks. In addition, the firm must heat and cool a massive footprint of retail space around the country. It has invested in the most energy efficient systems to reduce costs as much as possible.

4. Tesla Motors

Tesla Motors may be the best example of a high-growth, high-impact company born with the express purpose to reduce global climate change. Tesla produces an all-electric fleet of luxury vehicles. The company's cars can be powered at home charging stations and increasingly at public facilities around the country and world.

Consumers respond positively to the firm's eco-consciousness. Despite the fact that these luxury cars are priced similarly or even more expensive than other luxury vehicles, Tesla's sales have skyrocketed to over $2 billion in 2014. Financial analysts predict continued rapid growth not only for Tesla, but also the entire electric car market as firms as varied as General Motors, BMW and Nissan jump into the fray. Either way, there is clearly consumer demand for this burgeoning market.

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In all, using green marketing has proved an important part of the growth strategy of large companies. The Nest, Walmart's transportation strategy, GE's Ecomagination campaign and Tesla Motors have all proven the viability of this strategy. In addition, millions of small companies are taking their own steps to go green. Whether it is installing GPS in delivery trucks to reduce fuel costs or buying carbon offset credits, the returns in money and consumer appreciation can be enormous.

Lewis Robinson is a business consultant specializing in cause marketing and social media.  He’s begun corporations and currently freelances as a writer and business consultant.