The commercial value of the green concept

Green Environmental protection is not only the enterprise marketing means in the "lyrics", the green concept and the day-to-day operation of enterprises closely combined to achieve brand promotion and profit growth of the double win. When "green" and "sustainable development" increasingly become a global topic, and consumers as the choice of important factors to choose products, many enterprises have the situation, "green" elements in various forms widely used in brand marketing strategy. The carbon dioxide emissions grow in bloom flowers, just paint the room has a natural fresh air, car exhaust pipe out of a green plant, similar to television or print ads more and more appear in the line of sight in the consumption, hope to borrow "green" to create a more environmentally friendly enterprise, more socially responsible image, Borrow and convert consumer trust into real sales revenue. As Diana Diana Verde Nieto, founder and CEO of Clownfish, a sustainable consultancy, said: "Green is no longer the blue sea, it is an important part of every business that must be put on the agenda." The correct application of green concept will make the enterprise performance on a new level. "Green" to "drift green" however, because some enterprises do not really "green" and sustainable development and business integration, so many brand marketing "green" concept has become unfounded or only based on a small number of facts boast, a buzzword-"green Wash" (green)　　Came into being, that is, using the green concept of deceptive marketing. A shell ad has been banned in the UK for misleading consumers. The advertisement shows a full bloom of flowers in the chimney of an oil refinery, with a caption stating "Do not discard anything, everything is available". Shell hopes to publicize its environmental behavior of using carbon dioxide to grow flowers and use waste sulphur to make concrete. But because these used emissions account for only a fraction of the carbon dioxide emissions, so while Shell did, the UK Advertising Standards Agency still found that its ads were misleading and that the content was based on only a few facts and did not reflect the real impact of Shell's refineries on the environment.　　And, at the time, Shell failed to honour its promise to close the exhaust burner in the Niger Delta, reinforcing Shell's "drift-green" suspicion. In response to the increasingly frequent "drift green" phenomenon, some non-governmental environmental organizations and media through the monthly "blacklist" of corporate monitoring, Greenpeace also launched a boycott of the "Drift Green" campaign, or even specialized exposure to "drift green" behavior of the blog also emerged. Consumers are becoming more sensitive, and in the UK, complaints about "Bleach" rose 5 times-fold in 2007.　　And a new study by Brandweek, a US brand magazine, also found that only 1/10 of consumers would fully believe the green concepts advertised in corporate products. Green concept for enterprises to generate revenue with the needs of consumers beyond the product itself, enterprises and brands undertaken by the socialResponsibility is getting more and more attention. Therefore, in a sense, the green standard is no longer just a marketing strategy embellishment, but has become an integral part of the core competitiveness of enterprises. A 2008 study found that 81% of consumers were more focused on the actual actions of the business than on the positive messages they were trying to spread. Because most consumers only give the enterprise a chance, only 11% of consumers will give the enterprise a second chance, so duplicity enterprises will face great risks.　　When the consumer discovers the truth is inconsistent with the information conveyed by a certain brand, it will lose the loyalty to the corresponding brand, the marketing effect will be counterproductive, and eventually lead to the double loss of image and economy. Companies that have "green" behavior simply use the green concept as a gimmick to make the enterprise appear more "green" and, when trying to convey green concepts, violate the important principles of authenticity and transparency.　　In fact, the sustainable development of enterprises should not be a passive act of complying with the laws and regulations or pleasing the consumers, and once it is implemented into the daily production and operation activities of the enterprises, it will not only become the burden of the enterprise, but also the return of a considerable investment behavior. Accenture Management Consultancy has done a special study on the introduction of green concepts into companies, a survey of 120 large enterprises with revenues of more than 800 million euros from Norway, Denmark, Finland and Sweden found that 70% of the companies that implemented the Green plan had achieved cost reductions, and 39% per cent had achieved profitable growth, nearly 50　　% of the enterprises because of green plan greatly enhance the corporate image. Taking Unilever (Unilever) For example, it became the first company in the UK to produce 2x concentrated detergent in the United Kingdom, reducing the concentration of detergent bottles to half of the original, the only one on the reduction of 50% of replenishment time and the possibility of product out of stock, so that every square metre shelf increased by 50% profit. At the same time, also produced a higher supply chain efficiency, because the reduction of packaging so that the capacity of each freight pallet increased by 156%, thereby saving 60% of the pallet use and freight volume, Unilever's production costs have been effectively saved.　　More importantly, this initiative also achieved a very good environmental effect, probably saved 40% of the packaging of plastic and corrugated dosage and 60% of the water consumption. To realize the green cause in fashion way in addition to the traditional "green" action, the green business of sustainable development spans every stage of the product lifecycle of research and development, production, sales and after-sale service, including water resources management, carbon emission management, supply chain management, innovative packaging, etc.　　Not only each link can run through the green standards, and in the way of practice is also diverse, its ultimate goal is to be done to the green concept of accurate communication to the customer, so that consumers, enterprises, employees, shareholders and third parties are involved in it, so that the green cause of the maximum effect. Tesco, the global retail enterprise, is an interesting way to combine business with customer demand and pass, to achieve the green environmental protection and profit growth. 2008 Years OpenAt the beginning, Tesco and the British famous home apparel designer Kaith Kindston (Cath Kidston) cooperation, has launched a series of eight environmental protection shopping bags. Not only can recycled shopping bags help consumers achieve environmental protection, but also its own is quite environmental protection-a series of environmentally-friendly shopping bags by 100% recycled pet polyester bottle processing. Tesco's concept of environmental shopping bags and 2007 popular "I ' m not a plastic bag" (I am not a plastic bag) of the fashion version of the environmental shopping bag is quite similar, the difference is that Tesco went further, not only Tesco and designers will not profit from it, and donated 50 pence to a cancer Care fund for each shopping bag sold.