Remember how we've discussed how important it is that you actually believe in the causes your business claims to support if you think you can garner good publicity from assisting an organization or participating in a process? Green business is one of the biggies these days. After all, if Wal-Mart is hopping on the list to up the ante for organic sales, the crunchy granola image of the organic industry must be changing, right?
However, with retailers everywhere suddenly hopping on the organic bandwagon, some folks think that makes it a "trend" that is sure to burn out. According to this article over at the Motley Fool, that's not necessarily the case. But look closely at the names of the companies that are flopping on organics. They are the big boys, like Unilever, whose Ragu isn't really selling that much better just because it's got the big "O" on the label. Do industry execs think that by slapping "organic" on a product they'll instantly have the trust of the folks who live the organic lifestyle to its fullest?
In case you're wondering, the answer's no. The big boys still have to earn the trust of the customer on new items, just like the green upstarts. For once, however, the little guy has an advantage. Many green companies were founded by folks who truly understand what it takes to be green. They aren't just throwing a product line out there to meet a sudden "trendy" demand. They built a business to fill a niche and to meet their philosophies and personal expectations to do something for good with their profits -- and even their byproducts.
Real green companies, like Whole Foods Market, are successful, and will continue to be succesful, because they have made a commitment for the long haul, not because they jumped on a trend. Make sure you're walking on the same pathway if you decide to tout your "green" business practices, and you'll be able to be totally transparent to your customers as well.
After all, you don't want to be one of the business owners who claims to be green, then suddenly shows up on a nightly news channel for being caught dumping chemicals -- or even having the neighbors notice your home-based business never puts out recycle bins for collection day.
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