Quite frankly, every business needs a 21st century marketing company who is knowledgeable, energergized, and focused on sustainability.  We all can benefit from becoming more connected, more innovative, more involved. Bridging the gap between green companies and green consumers is not only marketing, it stands at the basis of core green values—connection, responsibility, contribution, endurance, accountability, transparency, trust.  People don’t buy green because they want green products/services, they buy green because these core values matter to them.

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What is a “green company”?

Being a “green company” does not have a single meaning.  There are many ways green companies have formed.  Here are two examples:

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COMPANY A – Sells Green Products/Services
> produces or sells products /services that offer a sustainable outcome
> is built on practices of producing in a more sustainable way
> aligns environmental and social responsibility with business success
> not only avoiding or reducing impacts but identifying new ways
> create cultures of sustainability, where corporate values guide how their employees behave, relate and innovate in the workplace, community and environment
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COMPANY B – Does Not Sell Green Products/Services but Adopts Green Intra-Company Policies/Practices

This company is not necessarily related to a threat on sustainability, but rather takes a leadership role to improve sustainable practices (Houston Rockets basketball team is an example).
> integrates sustainability into a company’s core business functions
> creates cultures of sustainability where corporate values guide how their employees behave, relate and innovate in the workplace, communities and environment
> offers incentive and/or recognition programs to employees for assisting the green practices
> focuses on building or operating their facilities with green products
> inspires it’s customers to improve their own sustainable practices

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What / Who is a Green Consumer?
> they are looking to purchase products/services that provide positive environmental and social results
> they have a certain set of standards centered around values, authenticity, accountability, contribution, sustainability, transparency, trust and ethics
> they are seeking companies that have the same value system surrounding sustainability and ethics as they have

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How does forGreen bridge the gap?

Just as the “three pillars” of sustainability (environmental, social, and economic) are not mutually exclusive, but rather mutually reinforcing, so too is the green company, the green consumer, and the green marketer.  And, just as our economy and society are both bounded by the environment, the green company and green consumer are bounded by the green marketer.

But, you can’t just “talk-the-talk”.  You have to actually be able to “walk-the-walk” and move beyond traditional marketing strategies.  You have to provide leadership that inspires—and the expertise to help clients improve their human, environmental, and social practices all while propelling them in front of the competition.

Listen. Understand. Assess.  Educate.  Plan. Create. Execute. Connect.