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.
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.
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.
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.