Going Green Generates Buzz

Another benefit of going green is the media attention—of the to-die-for variety. Legitimate eco-friendliness often gets free, positive news coverage, one of the most potent sales tools on earth.

Whole Foods measured $1.4 million in favorable publicity (read: earned media) after deciding to use 100 percent renewable energy to power its stores, according to EarthPeople, a green strategy consultant. Harbec Plastics, a tool- and mold-maker in Ontario, N.Y., won mention in USA Today for its use of wind and natural gas turbines, state-of-the-art water-cooling system, and hybrid vehicles. Company founder Robert Bechtold said sustainability practices saved him $1.2 million in recent years and reduced annual CO2 emissions by 750,000 pounds.

Small businesses can get a slice of the action, too. Hot Lips Pizza in Portland and the Fort Lauderdale-based Pizza Fusion made national news by using locally grown organic ingredients and delivering pies in eco-friendly vehicles. (Pizza Fusion also builds stores according to LEED standards, uses 100 percent wind energy, and encourages customers to return pizza boxes for recycling.)

Businesses in general get good press by:

—Being carbon careful. This includes using organic or reused materials or going carbon neutral and offsetting the business’s carbon dioxide emissions.
—Being generous. Allotting a percentage of sales to green causes creates attention and good will. Plus, the news coverage often helps build customer loyalty—without the expense of a publicist.

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