It's never been a better time to promote your company's "green" credentials. In fact, for many industries it's become a prerequisite for attracting and retaining customers, employees and suppliers.
But beware: Consumers have already become quite adept at spotting questionable green marketing claims and won't hesitate to out your misdeeds through social networking sites like Facebook and Twitter.
"You can get the word out for virtually no money and instantaneously through social networking, and that puts the onus on companies to be more transparent and more honest," says Jed Goldberg, President of Earth Day Canada. "Those that aren't will be struggling with damage control."
A recent study by the Conference Board of Canada predicts that green corporate and marketing strategies will be the most important source of competitive advantage for companies in the future.
At the same time, the report warns that consumers have become sceptical of the term "green."
To avoid even the perception of greenwashing, the Conference Board study says companies should partner with credible organizations or, where possible, seek quality certifications which offer concrete, measurable performance standards.
There are a growing number of companies and organizations that will help small companies assess their environmental footprint and recommend ways to reduce it.
Climate Smart Businesses of Vancouver works with partners to offer a training, software and technical support program that is organized and priced to fit into small business owners' do-it-yourself ethic.
It recently partnered with BDC Consulting on a new "Lean and Green" pilot program that will help companies incorporate 'lean' thinking and environmentally sound strategies into their operations.
"We emphasize the business case for reducing carbon: that cutting emissions is not separate, but directly related to cutting operational costs of doing business, whether you're travelling for business, delivering product, running a facility, or choosing your suppliers," Climate Smart President Elizabeth Sheehan says.
One of its trainees, Sunrise Soya, installed a boiler economizer at its tofu manufacturing facility in Vancouver to capture and re-use waste heat.
Combined with other process changes identified in the course of its greenhouse gas reduction program, the company expects to save up to $22,000 annually in natural gas costs.
