Green Customer

Go Green Before Customers Demand It

hurricane sandy.jpg

Studies have linked super storms like Hurricane Sandy to climate change.

Human activities are responsible for almost all of the increase in greenhouse gases in the atmosphere over the last 150 years.  The largest source of greenhouse gas emissions come from burning fossil fuels for electricity, heat, and transportation for industrial production.  The way we make things has to change.

Consumers are becoming more educated about climate change and bogus “green-washing” and want their purchasing power to make a difference.  At the same time, scientists and NGOs are pressuring governments to enact stronger regulation on carbon emissions.  It’s not a matter of if you should go green, but when.

It’s tempting to put green improvements on the back burner when there’s an established customer base, most of whom are satisfied with the products they are purchasing. However, companies who serve mass market customers have largely of middle-of-the-road needs. They are not “lead customers” — the customers today who want eco-friendly solutions to leading-edge needs that will pull the carpet out from under companies serving the middle of the market tomorrow.

We have not yet seen a disruptive force with the magnitude of climate change, both for business and for the environment.   Bob Dylan offers some advice: 

Come gather ’round people
Wherever you roam
And admit that the waters
Around you have grown
And accept it that soon
You’ll be drenched to the bone
If your time to you
Is worth savin’
Then you better start swimmin’
Or you’ll sink like a stone
For the times they are a-changin’.

What are you waiting for?

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