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It’s not always about how you market your business. It’s just as important to look at why you should be marketing it. And the issue of marketing your sustainability platform is a great example. Every organization is facing new energy challenges as the world shifts toward a more eco-conscious means of doing business, and the questions about your stance on the environment are being heard from all stakeholder levels. The increased political and societal pressure to curb carbon emissions and produce a meaningful message is inevitable. At this point, it would be detrimental for a company not to have a message created for how it plans to address the environment.

But how is the stance a business takes on the environment marketable? Should it be marketable? That depends on how it is approached. Never has there been more pressure for companies of all sizes to address sustainability. But doing so can’t happen without first understanding the “green” aspects of the business. A shotgun approach could lead to unnecessary expenditures and ultimately a “greenwashing” tag.

In previous posts and in those to follow, we have and will address how a business must look at what it has done to reduce its environmental impact. There are a number of ways organizations can collect that data- an energy audit is just one example. Once that information has been gathered, HY-brid works to help understand what makes sense from a communications standpoint for each of the stakeholders. The EcoMap (as we call it) process builds a message map for businesses to tie their environmental message into the overall corporate mission.

Once this map has been assembled, the sustainability message can be written. It is also at this point a company can determine exactly how much it wants to market what it has done. From the mapping process, a company can also learn how far it has to go to get to a sustainability message it wants to disseminate.

For more information on the EcoMap process, the questions to ask before you take your message to market or, if you simply want to learn more about HY-brid, send us a message, we would like to hear from you

Categories: Environmental Communications, Green, Green Communications, Green Social Marketing, Marketing, Tim Wirtz, environmental marketing, green advertising, green marketing, green messaging