Thursday, February 9, 2012
Creating Interest and Loyalty
Employing greener practices in your place of business creates interest and loyalty from a variety of sources, like your consumers, investors, and your own employees. The National Restaurant Association (NRA) also supports this theory: “(There is) growing interest by consumers in wanting to frequent restaurants or feeling more positive about frequenting restaurants that are instituting green practices,” said Sue Hensley, senior vice president of communications for the NRA. “I don’t see consumers’ interest waning in that area.”
Showcasing Your Sustainable Efforts
You may be surprised to find your customers and associates have been waiting on you to capitalize on their enthusiasm, creativity and loyalty. According to Merchant Circle, this is one marketing opportunity that small businesses can easily take advantage of. Adding/improving upon more socially responsible service offerings also increases public image and stakeholder engagement. A company with a positive reputation often has the competitive edge.
Offsetting Climbing Energy Costs
A restaurant’s profit is typically only 3-9 percent of its total revenue. The money saved on operating costs adds directly to the bottom line, so saving 20 percent on energy operating costs through no-cost, low-cost and investment energy improvements can increase your profit as much as one-third. Check out a full list of best management practices for your business sector here.
Tips to Get You Started
The key for a business owner is to still provide goods and services at a profit, while sustaining the environment. Here is a list of some of the key elements to start thinking about when first taking on sustainable practices for your small business:
* Set goals — Identify your purpose, whether your goal is to cut costs or to be environmentally responsible, or both.
*Watch the bottom line —Implementing sustainable practices that provide no return on investment are not practical or wise.
* Start small — Look at reducing energy, even if it’s as simple as unplugging charges while not in use. Switch to CFL or LED lighting—you don’t need to wait to phase these in; your overall energy reduction justifies the immediate switch—and then progress to purchasing energy-saving appliances. Realign procedures to maximize energy efficiency.
*Look upstream — Find sustainable suppliers and sourcing. Know the environmental impact all your sources have on your business.
*Look downstream —Examine your waste stream. Look for ways to reduce, reuse and recycle.
*Build green — Implement green building practices. There is even an option to seek a Leadership in Energy and Environmental Design (LEED) certification.
*Invest in people — Investing in the community and your own employees is an essential component to sustainability.
*Learn more – Join and support sustainable organizations and attend their education events.
*Get certified—Invest in a Life Cycle Assessment or seek an audit from a third-party certifier, if applicable.
*Tell others—Share your story with customers so they know not only where your products originate, but also why they should buy your product over others, especially if it costs more. For more, read “True Restaurant Sustainability: More Success, Better Future,” published by NetWorld Alliance.
*Avoid “Green Washing” —Part of being profitable while being green for small businesses is gaining a loyal customer base and creating interest. It is easy for consumers today to be skeptical of all of the “green” talk that is going on.
Catherine Corley is Vice President of Strategy for Sam’s Club, which published the white paper, “How to Be Green and Stay Lean: How Being Sustainable Can Save Your Business Money.”