HY-brid/

A couple of us from the HY-brid team attended the Tuesday February 9th GreenBiz.com State of Green Business Forum in Chicago. Though the weather was busy dumping more than a foot of snow on the area, it didn’t dampen the enthusiasm of the nearly 400 people in attendance.

The Forum included some great presentations, panel discussions and opportunities to meet some of the leading experts in sustainability from companies like IBM, Johnson Controls, UPS, EBay, and the list goes on. The obvious topic of interest for HY-brid was the session titled Green Marketing in the Age of Transparency, a panel presentation that was certainly was worth its weight. We heard from the panelists (in short) that consumers are interested in green products, they are willing to pay more and they take comfort in knowing they are buying from a company who is looking out for their health and the health of the environment.

So what exactly does that mean for you? HY-brid has always counseled clients that ‘going green,’ or engaging in sustainability efforts is good business. No matter if it is about the bottom line (a huge driver by the way,) or if it’s good for the environment or both, green is ultimately a great business decision. Think about it—who from your stakeholder set would disagree with a better bottom line? A better process? A better product? I think you get the picture.

The part of the equation that seems to be missing in all of this is how the green efforts get communicated to those same stakeholders. How an organization is telling its sustainability story (or even if it is telling its story) should be addressed as part of the overall communications strategy. HY-brid addresses this in our EcoMap process, something we create with our clients to help them deliver the right sustainability messages to each stakeholder audience in their own ‘speak,’ i.e. what makes sense to them. This approach allows an organization to ensure the internal and external audiences are getting the right messages about the products and services reseach shows they are most interested in.

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: Green, Green Communications, Tim Wirtz