Today environmental corporate initiatives allow businesses to take the offensive and advertise their positive progress. The once niche market of green consumers is now mainstream, so the smart companies that invested in environmentally friendly products, services and production processes now face a broad consumer base.

 

The key is effective communication.

 

Here are some of our guideposts for successful environmental communication:

 

1. A new context for communications has emerged.

 

The broad acceptance of global warming, economic factors - particularly oil prices - and health issues have given environmental issues and communication the context they needed to better resonate with larger markets.

 

This means environmental communications has moved from niche to mainstream in the blink of an eye.

 

2. Environmental communications should be part of the total brand image, not simply an add-on.

 

Environmental attributes reflect corporate values and send important cues to a wide audience. It's not just about the planet anymore - smart companies know not being wasteful will not only send a message of fiscal responsibility, but have benefits to their overall brand.

 

Green is cool. Green can help make your brand cool too.

 

3. Think opportunity not obligation.

 

Environmental communication is about values. Getting it wrong rings false in a big way, but getting it right means huge opportunities for business. While proof points are important, environmental communication must include emotional and image-based appeals.

 

Tone and tactics should inspire, not defend against an accusation.