Why the Building Products Industry Needs to Go Green

Making Environmentally Friendly Changes and Marketing Them Can Make a Big Impact on Your Bottom Line

The term “green” has been overused, abused and misrepresented over the last 5 years, but if you haven’t thought seriously about what it means to your company – now is the time. Green is not only an important factor in the decisions customers make, but it can make a big difference to your P&L statement at the end of the year.

Defining Green Products/Businesses – Different for All

According to a recent sustainability research study, “One Green Score for One Earth” conducted by Ryan Partnership Chicago and Mambo Sprouts Marketing, people interested in buying green products define the products differently than manufacturers and retailers do. This can mean different things to different companies, but the bottom line is that you need to think critically about how your customers think.

Manufacturers – Get Smart with Lean Practices

If you’re not familiar with Lean processes, it’s time to get educated. Lean manufacturing is a production practice that focuses on less waste and more efficiency while keeping the value of your product intact  for your customers. Not only does this practice focus on value (a benefit for your customers) and cutting waste (a benefit for the environment), but it focuses on driving down costs (a benefit for your bottom line). While it is a commitment and time-consuming process, experts can help make the transition easier and get your company where it needs to go.

Marketing Your Green

While making environmentally friendly decisions like Lean are important, marketing these changes is just as important. You need to take credit for the changes your organization has made and how they affect your customers.

Be Careful with Green Claims – Practice Safe Marketing

Although it’s critically important to show your customers what you’re doing, you don’t want to overpromise, undelivered or cause confusion with your clients. Keep in mind that any claim made needs to be backed by actions and evidence. Show them what you’re doing, keep it simple and show them how it impacts their business.

Impacting Your Bottom Line

If handled correctly, making eco-friendly changes and marketing them can make a big impact on your bottom line. Not only can your business run smarter, but your customers and prospects will notice and appreciate your efforts.



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  1. Pingback: Home Green Home: Green Building Product Trends « Depth Finder

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