It’s clear that a substantial proportion of business and IT professionals value “green” attributes when they assess products and suppliers – and it’s equally true that marketers look to emphasize factors that are important to buyers when they structure their go-to-market messages. Green can be somewhat problematic in this regard, though, since marketing claims that exceed corporate realities can result in a firm being labelled as a “greenwasher.” How can companies that have invested in green products and corporate initiatives authentically connect these attributes to their marketing messages?
In a conversation with Alex Miller, President of ESRI Canada, we looked at the ways that ESRI’s products and corporate initiatives can be connected to the firm’s overall position as an environmentally-responsible supplier. Alex highlighted several issues that are important to building a position as a green supplier, including:
Video: Alex Miller on Authenticity in Green IT Marketing
- Importance of green to the core business of customers – ESRI’s customer base includes several niche markets where green is important to suppliers: ministries of the environment, cities, forestry companies, and utilities. Green marketing messages are most effective when they are directed at buyers who are “very interested in green technology.”
