Green Business Bureau Blog


Greening Your Brand: Frivolous or Essential?


Conventional wisdom might dictate that in these tough economic times, going green is a luxury to be avoided.

Nothing could be further from the truth.

While sustainability may have once been viewed as a frivolous “niche” venture, numerous surveys and studies show that pursuing sustainability is an increasingly intelligent strategy, potentially leading to greater efficiency and more powerful brands. This, of course, leads to greater fiscal rewards.

Greening your business is essential if you want to keep up with changing demographics. With anxieties about climate change and the future of the environment constantly on the media’s radar, sustainability and green living are now mainstream concerns. This means that the economic climate, once dominated by a cavalier lack of concern for the environment, must shift to keep pace.  As consumers become increasingly concerned with the ethical ramifications of purchasing decisions, brands that reflect and respond to these concerns will reap the benefits on the bottom line.

Not only consumer relations, but also business-to-business relations are increasingly speaking the language of sustainability.  As the profile and profitability of green branding rises in the marketplace, green businesses stand to benefit by establishing brand synergy with like-minded partners and associates.

The economic climate is, at the moment, rather arid.  But one sure way to ensure that your brand can face the challenges that lie ahead is to incorporate sustainability and green thinking into your business model.  And joining the GBB is one way to guarantee that your commitment to doing green business is rewarded in the marketplace.


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