MEGY KARYDES
marketing
Green Marketing
You know being green helps both the environment and your
business. Here are some ideas to get you going in the right direction
and to create an effective, green brand image for your store.
onya Hart, co-owner of River Forest, and practices, and in sharing these efforts with your
IL-based Two Fish Art Glass, has been customers, consider membership in business groups that
practicing an eco-friendly lifestyle promote local community activism or national associations
all her life. She has also been slowly that encourage networking with like-minded businesses.
convincing her partner to make changes
Green networks
within their lighting showroom, that
The business network, Green America, is another
are better for the environment.
organization green retailers can consider for its services,
To connect with other retailers who
connections and networking opportunities. Being a member
share similar business interests, Hart
also gives you a listing in the annual Green Pages directory
also joined Local First Chicago, a local
which many customers use as a resource when looking
network of independent retailers committed to building a
for green retailers or services to support. The Green Pages
thriving local economy. Local First Chicago is a part of the
directory is also available on their website as an online
national organization—Business Alliance for Local Living
directory. Green America, which until recently went by the
Economies—based in San Francisco.
name The Green Business Network, is part of the larger
Marketing smarts
non-profi t organization—Co-op America.
Hart’s example is a good one to follow. If you are a green
Todd Larsen, media director of Green America, says
retailer (or on your way to getting there), enrolling your
the organization screens members to make sure they meet
business in organizations that promote green (and other
certain rigorous criteria. These criteria include a focus
socially-conscious causes) might help your store (and
on using business as a tool for positive change and a
its brand image) with customers who might be skeptical commitment to sustainable business practices.
about your green credentials. This, especially when some “Customers who visit a retailer and see our
customers worry about “green washing”—a term used to [organization’s] decal on their window will know that this
describe the act of misleading consumers regarding the retailer underwent a strict review process in order to get
environmental practices of a company or the environmental
our seal of approval,” says Larsen. It’s a seal of reassurance
benefi ts of a product or service.
to potential customers: They can feel more confi dent that
If you are interested in promoting eco-friendly products the business supports their values.
118 GIFT SHOP
■ Spring 2009 GiftShopMag.com
Green-Marketing Department 118 3/24/09 1:03:41 PM
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21