How to be Green and Philanthropic in a Recession?

More businesses truly believe that green practices will improve their operations, attract customers and boost revenue.

Most of us already understand that today being Green is not a trend - it's a standard requirement. It's a responsibility that the public now demands from every brand, and it is beyond a logo with a leaf on it - it's a lifestyle that we all need to adopt on a personal and a corporate level. Being Green is not a nice approach - it's a very serious action that we all must incorporate in our everyday life and business operations. Being Green is not thinking Green - it's doing Green with every action we take. 

4 out of 5 people say they are still buying Green products and services in this market, even if they cost more.
75% of consumers say that companies should provide information on environmental impact.
73% of consumers think that it is very important for companies to have a good environmental track record.
66% of consumers think that companies should offer Green products.

Source: BCG Global Green Consumer survey results. 2008 BCG analysis.

Philanthropic marketing helps companies differentiate themselves, express their values and build long-term relationships with customers.

Being Green alone is not enough. We have to take care of people the same way we take care of the environment. Being Green and philanthropic has to be a part of what we do with everything we do.

Being Green and philanthropic can help you connect with your consumers on a deeper level. It shows that you care and you help. It shows your human side. It elevates your brand. Your brand is not your company's image, much more than that - it's your company's personality. Today, messages are not delivered, instead, two-sided communications are taking place and real connections are being formed between consumers and brands.  The environment and philanthropy are a big part of these conversations:

54% of consumers believe that companies should be involved in social projects.

43% of consumers think companies should support a charity.

Source: BCG Global Green Consumer survey results. 2008 BCG analysis.

Being Green and philanthropic is great, but we can't forget about your ROI. If you don't have a value proposition you're not moving anywhere in this market.

The point is to incorporate being green and philanthropic as an added value, not as the only value, and sustain top-notch performing promotions. If you have a Sales Event this weekend that offers 50% off all your products, incorporate a bottom disclosure mentioning your' supported cause and consumers can find out more information about it on your site. You can get more traffic and sales while supporting a cause with every ad that you release, as it doesn't have to be a separate marketing effort or campaign. In addition, by using a green ad agency, like Hybrid Media Group, each promotion can be made in a green way.

As responsible advertisers - we should focus on maximizing our messages by supporting a cause at the same time as getting our existing message over to the consumer, this way nothing is lost and there is a positive gain and impact, without any additional marketing expense. This is our responsibility with the power of our brands using their voice.  Every time you send out a message it should make a difference, to the world and to your business.

Being good in a cost effective way. Being Green is simple.

It's not about what you do, but it is about how you do it. How do you measure your carbon footprint? How do you produce your products? How do you dispose of your materials? How do you advertise? For example, placing an ad in a printed newspaper announcing your Green initiatives is not Green, yet many companies are still doing it. By using a green advertising solutions company, like Hybrid Media Group, you're supporting Green initiatives and can feature that in your marketing material for no extra cost, reach a larger more targeted audience for less money, in a way that is far friendlier to the planet. 

Being philanthropic is simple as well.

Hybrid Media Group believes it is our responsibility to match you up with the highest rated charities and we don’t charge anyone for doing it. Hybrid media and its staff believe so strongly in what we are doing that we donate the money from our margin and commissions on your behalf, so you can get on with your normal marketing activities, with no hassle, no additional* cost and no effort.

Hybrid encourages everyone to give to charity and environmental causes every day, while doing their regular business, in a cost effective way.  

Contact Hybrid Media Group today to get matched with top charity and environmental causes. Find out more about Hybrid's green services, technologies and offers or complement existing advertising services with Hybrids technologies and data. Contact: limor@hybridmediagroup.com
For more information visit our website at: www.hybridmediagroup.com

*Hybrid Media Group will donate a percentage of its revenue from the clients marketing activities with Hybrid Media Group to a cause of their choice from a list of its partner organizations. Charitable causes might have additional requirements for co-branding initiatives.