FINAL WORD
example . Can you make it easier for customers to return packaging ? What about putting a returns system in place that means fewer vehicles travelling smaller distances ? And how can you incentivise and reward customers for doing the right thing ?
On top of this , think about schemes that you can undertake that will have a positive impact and will motivate your customers to participate in . These can ’ t be cynical programmes put in place simply so you can make claims about being ‘ carbon neutral ’ – they have to be transparent and measurable projects that stand up to scrutiny .
Be honest and open
In general , brands need to be more transparent about their processes and get behind organisations that are fighting the good fight . Relevant charities and even competitors who are doing the right thing should be supported and highlighted ; equally , hypocritical behaviour needs to be called out .
If we really want to make a difference , then entire industries have to change and change fast . This can only happen if the same level of scrutiny is applied across the whole sector , not just to individual companies .
But the first step on this road is to put your own house in order .
I ’ ve spoken a lot here about scrutiny and transparency , and for good reason . It ’ s vital that any business that wants to present itself as green is willing to submit itself for evaluation and to participate in wider efforts to drive genuine change . Any valid criticism should be taken on board and adjustments made accordingly .
A key part of this revolves around incentivising not necessarily the most prolific customers , but the most responsible customers . Customers that recycle and reuse , make ecological purchasing decisions and cut their consumption . Only then can a company truly demonstrate its green credentials . x
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