Going Enviro-Mental

Far from being philanthropic, environmentalists of all kinds seem to have become more pragmatic than ever before. Scientists are proving global warming through analysing ice formed hundreds of thousands of years ago. Meanwhile, governments are looking at ways to financially incentivise countries to protect their natural resources by introducing the idea of paying taxes for those services. At the same time, they're in the process of coming to agreements on limiting carbon emissions, with the aim of revolutionising the way we live. Clearly, it's an age of being green, not just talking green.

Globally, businesses have also been quick to embrace the environment in practical ways, combating the altruistic myth that environmental considerations are a drain on business resources. Instead, savvy companies are recognising the massive commercial advantages to be gained through embracing their environmental responsibilities. Increasingly, the prize on offer is not only reputational enhancement but actual cost savings.

While Cyprus-based companies may be slightly behind our European counterparts in embracing this phenomena, pioneering companies such as Cypriot supermarket Metro are getting ahead of their competition by recognising the need to initiate environmentally-friendly narratives with their customers and reflecting their newly found positions within their brand identity. The global recession may have re-focused consumers on the more immediate concerns of product value but, as time progresses, there's no denying that the importance of a company's environmental agenda will be increasingly important in influencing purchasing decisions. So, with business being pressured by issues such as climate change, responsible sourcing and sustainable business practices, how should they be adjusting the way they communicate with their customers?

There's a whole set of laws when it comes to talking about your green credentials. For example, businesses need to avoid being seen as over preachy because customers don't want to be spoken down to. At the other end of the spectrum, businesses don't want to run the risk of customers thinking their green agenda is a superficial marketing ploy, jumping on the green bandwagon for a fast buck.

In fact, companies who don't ‘walk the talk' are in great danger of becoming victims of an increasingly skeptical and environmentally-aware public, eagle-eyed when it comes to turning their backs on companies who are quick to claim green credentials and yet are found suspect when it comes to actually delivering on any of them. Reputational damage here is practically irreversible because environmental claims are based on trust – ultimately, once you undermine this trust it's difficult to win it back.

However, for those companies who take the environment seriously, things can only get better. With traditional natural resources getting scarcer by the second and the economy increasingly rewarding green business, there's never been a better time to get your company and your brand working for the environment.