GREEN: Top 5 Benefits for Becoming a Sustainable Business
Although each company has its own reasons and motives for being more green and sustainable in business, here are the top five primary benefits to becoming a more sustainable company and some of the research to support.
1. Enhanced Brand and Increased Competitive Advantage
The Natural Marketing Institute has found, in its consumer research, that customers are 58 percent more likely to buy a company's products or services if they know that company is mindful of its impact on the environment and society. A subculture called Cultural Creatives has been emerging for the past 40 years and is now in the mainstream leading this sustainable revolution. This demographic, according to the NMI, is roughly estimated at 68 million adult Americans who make purchasing decisions based on their personal, social and environmental values. NMI finds that consumers are willing to spend up to 20 percent more on environmental sound products and services. According to the BBMG Conscious Consumer Report , nearly nine in ten Americans say the words "conscious consumer" describe them well and are more likely to buy from companies that manufacture energy efficient products (90%), promote health and safety benefits (88%), support fair labor and trade practices (87%) and commit to environmentally-friendly practices (87%), if products are of equal quality and price.
