Following up on last week’s discussion about the importance of a customer centric business model, we’d like to emphasize how a shift toward sustainability can be marketed to a growing number of consumers. Jim Hall, Managing Director for Waste Management’s Green Squad, gave us a great example at our conference of how we can incorporate a green message into our business practices.

More than ever before, customers are actively seeking companies that implement these green initiatives. Sustainability is a cultural transformation and is the next big thing to drive business. Below is a chart Jim presented that shows the progression of innovation over the past 3 centuries.

By becoming a more environmentally conscious business, you become more desirable to the LOHAS consumer. LOHAS stands for Lifestyles of Health and Sustainability and focuses on health, the environment, social justice, personal development and sustainable living.

The LOHAS consumer makes up 30% of the population and accounts for $230 billion in annual purchases. They are interested in green building supplies, socially responsible investing, alternative healthcare, organic clothing and food, and energy efficient products – just to name a few. The environment is at the core of a LOHAS consumer’s belief system and their purchase decisions are made with these criteria in mind. More importantly for us, they want to work with companies who share the same values.

This eco-friendly customer is here to stay and it’s time we start meeting their demands. LOHAS leaders are always looking for new and innovative products and techniques to improve their global viewpoint. There are a lot of things you can do to market yourself to a LOHAS consumer, but here are 5 easy steps towards becoming a more eco-friendly company (and can help you cut costs too!):

1. Change Your Light Bulbs: This is one of the easiest and quickest ways you can save energy. By installing compact florescent bulbs (CFL) you can cut down on electricity use by 75%.
2. Unplug Your Electronics: Computers, TVs, and other everyday electronics still use energy even when they are powered off. Unplug these devices from the wall at the end of the day and reduce energy by 25%.
3. Go Paperless: While it’s probably not realistic to never use paper again, there are ways you can cut back. Use email and electronic documents whenever possible to cut down on paper use and when you do have to print, make sure to print on both sides of the paper. Decreasing the amount of paper used is a great way to save money in your budget.
4. Recycle, Reduce, Reuse: Promote the use of recycled paper because it takes 64% less energy to produce. Another way to reduce your carbon footprint is to refill your ink cartridges and find alternative uses for old equipment. By donating old computers to your local schools or nonprofit, you become a more active member in the community and save yourself a trip to the landfill.
5. Walk the Talk: In other words, practice what you preach. Make an effort to train your staff about the importance of sustainability. Remember, it’s about aligning these values with the both the company and the brand.

To find out more about LOHAS check out www.lohas.com.