Individual Corporate Behavior DOES Get Noticed
I’m just back from presenting to a roomful of retail and mixed-use developers at an Urban Land Institute conference where I emphasized “eco-responsibility” as one significant way for them to become more relevant to women. Difficult as that may sound given it is an industry with a naturally large carbon footprint, women will still notice if one shopping development over another, starts to take steps toward a more sustainable existence.
There are few recognized examples of “green beginnings” in that industry – as is the case in plenty of others, but first movers are at the ready (check out Regency Center’s “Greengenuity”). On this particular issue, and no matter the industry, the organizations that make a commitment and begin with a few baby steps in the right direction will get, a) a lot of attention, locally and nationally from press and consumers, and b) catch the eye of women who are already expecting corporations to realize how important the environmental side of things is to them.
That’s why some recent research by Havas Media included in a MediaPost article by Sarah Mahoney struck a chord. According to the piece:
The report unearthed evidence of a trend it calls “sector stretch,” with consumers increasingly able to differentiate corporate behavior within sectors, for example, identifying some fuel and energy companies as more responsible than others. “This is great news for brands that communicate legitimate abatement strategies and less good for those who have not yet made a start on mending their ways,” the report says, “as
their ability to borrow credibility from more proactive peers slips away.”
Whoa… So, consumers are now looking at the individual corporations within an industry with a much more scrutinizing eye? Interesting…They are no longer lumping together all negative news (to them) about any particular industry, but are instead looking under the radar for those upstarts within the industry that “get” what’s important to them. This is a moment in business worth noting.
For corporations in energy, commercial development and car manufacturing, for example, the perhaps bad reputation of the related industry doesn’t necessarily have to hold your brand back. Why can’t you be the crazy upstart that does it differently?!
Thinking you can get away with corporate irresponsibility? Ignoring or denying the importance of environmental issues? Such approaches may seem cheaper and simpler to take initially, but not making the move to improve in these areas will negatively influence perception of your brand for the longer term.
And, who is first to notice such details? It starts with a “w.”
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An aside: The Learned On Women brand (that would be me) is taking environmentally responsible steps too. I was recently interviewed by WCAX, the local CBS affiliate, about my home’s energy usage and how even the small changes can make a big difference. I’m sure many of you are already doing these things, but just in case – take a look.
