Okay, so you’ve read a lot about what is green and how to use our systems, but why should YOU do it? It helps the environment, sure, but what else can it do for you?
Environmental Arms Race
The “Environmental Arms Race” probably sounds a bit chaotic, but it’s simple. If you start doing something green, others will around you. Whether it be recycling efficiently or purchasing green products, you can effectively become the pioneer in your chosen group and contribute to what we see as good, ethical business.
This isn’t a new concept, people have been spending money on and acquiring expensive goods and services to display their economic ‘power’ since trade began; in order to be socially superior in that group. This is conspicuous consumption. When you think of a new phone, it is said that people purchase it partially so they can show their social group what new, unique thing they possess which others may not. Then the rest of that social group will purchase something similar in order to fit in.
Similarly there is “conspicuous conservation” which is engaging in environmentally friendly activities in order to achieve a higher social status. So by acting in an environmentally-friendly way, there is potential that as an organisation, you could gain a higher status which can be tied to your brand and competitive edges.
Buying Sustainable Goods
Buying goods which are sustainable will demonstrate that your brand is a sustainable one, potentially be seen as “cool” to your social network (stakeholders).
As Kermit says, being green is hard sometimes!
Is being 'green' finally trendy:
Patsiaouras, G., & Fitchett, J. A. (2012). The evolution of conspicuous consumption. Journal of Historical Research in Marketing, 4(1), 154-176.
Moser, A. K. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behaviour. Journal of Consumer Marketing, 32(3), 167-175.
Griskevicius, V., Tybur, J. M., & Bergh, B. V. (2010). Going Green to Be Seen: Status, Reputation and Conspicuous Conservation. Journal of Personality and Social Psychology, 98(3), 392-404.