As a business consultant we review reports and studies regularly that talk about the trends, and we also learn about local trends - just by the shear number of questions and ideas that come across our desk on a daily basis from our clients. Increasingly we are seeing clients that are starting (or running) a business with a 'green' or environmental twist. Is this a trend?
I'm going to go out on a limb and say that it was a trend, and now it's simply an expectation. Last year, a business could get away with being cutting edge or a trendsetter if they found a way to do what they do but in a green way. It would give them media exposure, viral marketing benefits, etc. These days?..it's just the norm. If you do business and haven't included some component of being green, then your not only missing the boat, but you're probably sinking too.
Not only is it an expectation to be green, your customers will research how green you really are, so be careful using 'green' as a marketing gimmick. Changing a candescent light bulb and suddenly claiming to be green just won't cut it any more.
So pull out your business plans.. go on.. do it. If you've cited 'being green' as your USP (unique selling proposition) or competitive advantage, it's time to make some revisions and redefine what makes you unique for 2008 and into 2009. You don't want to find that your business is a sinking ship.
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