Your competitors will always increase in number and, just like your customers, they will get smarter. Rapid technological change has transformed the way in which people do and market their business. Don’t get left behind.

One of the most significant cultural changes of recent years has been the growing awareness of environmental sustainability. Once merely a fringe concern for aging ex-hippy Baby Boomers, we now fully understand that the thoughtless use of natural resources causes permanent and irreversible damage to our environment. There are no excuses – now we ALL know we have to be good stewards of our local, national and global environment. Businesses that do not clearly reflect sustainable values will be the losers, and those that clearly work to meet the challenges of environmental sustainability will be the winners. How does your business work to meet these challenges? And do your customers know?

Recycling your empties is just not enough anymore, demonstrating perceptive and creative sustainable solutions are so important they should appear prominently in your Business Plan and be a focus in your marketing plan. They must be real, attainable, measurable and heart-felt. Customers in the 21st Century can sniff out a phoney with the click of their search button.

There are several ways forward.

Your business can be a sustainable innovator; that is a company that ‘invents’ new ways of doing things that are environmentally sustainable. Being ‘green’ isn’t always the easiest, or the cheapest way of doing things, but it is the right thing to do and it always encourages creativity and team work.

Your business can be a sustainable investor; that is a company that invests a percentage of its own profits into creating good waste management and fuel efficient processes. Once it is achieved within the business, invest in the systems of your local community.

Your business can be a sustainable promoter and activist; ‘Do well by doing good’ Become known as an environmentally friendly business and create awareness. Use recycled and non-chemical products, organic produce where possible, have nutrition and sourcing information available and think carefully and creatively about all waste.

Most of all – be humble and real – environmental sustainability is an area where we all make mistakes, but the results and admiration comes from the trying. *Wise business owners are wise to consider more than immediate financial gain – you want your customers for life, so make your values clear and don’t surrender them.

*Next Steps – here we have quoted Philip Kotler from his outstanding book Marketing 3.0 (2010). This book is highly recommended for its historical analysis of marketing and innovative ways forward. If you would like some help – email us at info@thehospitalitycompany.co

10/10/2015 Mrs Hospitality

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