Get more business, get a green design
- By Hannah Mahony -
- Oct 26, 2012
Would you favour a green company over those less sustainable? More and more, companies are embracing green initiatives either set by government suggestion or internal willing - but should a green design define the structure of your business?
In his blog about companies and their green community standing, Marc Stoiber spoke to Chris Sherwind, Head of Sustainability at consultancy Seymour Powell: “We think sustainability is hard to sell as a lead proposition… but our philosophy is to make things better. And ‘design green’ can definitely be equated with ‘better’.”
Many companies that I’ve worked for have embraced this attitude of ‘green is great for business’. Agencies in particular like to show off their green and charitable initiatives, hoping to lead their clients by example.
From ‘carbon neutral’ end of email awards and badges, to blogs and ‘blasts’ showcasing recent green renewals and inventions, it seems an embedded ‘green’ design may just win you those extra projects.
It seems a green design also has an intrinsic link to our emotions - according to Sherwin: “Design is a human-centric endeavor, unlike engineering.
It can tap into the emotions, inspiring people to make their world better. And it can make it easier for people to collaborate, accelerating that change for the better.”
So want to begin your green incline to success? Here are Marc’s top tips for future proofing your green design:
"1, Insight first, design second – As Chris Sherwin says, green needs to be a design consideration. But it’s difficult today to lead with green. Consumers need to be acclimatized to it. Can your consumer handle a ‘sustainability first’ brand, or is it a bridge too far?
2, No green? No way – Sustainability, even if it isn’t in the spotlight, is necessary if your brand wants to survive in a market where consumers are enabled and vigilant about green. And it better be legitimate, if you don’t want to end up getting the wrong kind of attention.
3, Enable your consumers to innovate with your design – Design can only create brands that save the world if it taps into the creativity of our greatest resource – people. Build consumer usage and consumption changes into the product design itself – rather than simply putting out messages of change. That’s means low-flow showers, not ‘turn off the tap’ campaigns; electric cars, not eco-driving training. Consumers will give you credit if you give the tools.”
To read his full post on the subject, head over to Marc’s blog.
By Hannah Mahony. Social engagement executive, Virgin Group Digital. Tweets @hannahmahony
