Look at today’s headlines and one would believe the sky is indeed falling. At no other time in modern history have things gone so awry in such a short time. Who would have expected to be faced with the challenges we are today especially after recent years of such progress in green initiatives. We were on record growth paths in 2008 in the green market. We saw expansion of clean tech initiatives develop due to the skyrocketing prices of fossil fuels. The organic and natural products market continued its annual double digit growth as did green building due to advancements in health awareness and design. Both had seen years of expansion with no limits. Yet now everyone, ranging from consumers to corporations, are tightening their belts and growth has slowed dramatically. After attending the latest Natural Food and Products Expo and talking to vendors, many companies are now anticipating a single digit growth and I am hearing many say that zero is the new anticipated growth rate for the current time. This certainly looks like the end of the eco movement as we know it but it does not mean it is the end of green itself.
Changes in Attitudes
Consumer studies show that eco-consciousness has not left the consumer mindset. According to a January 2009 consumer research report by the Natural Marketing Institute, 22% of US adults report buying fewer environmentally-friendly products as a result of the economy. This is presumably because of price, not because they have stopped being interested in the product. The 2009 Conscious Consumer study by BBMG found that price and performance are still paramount. US consumers claim price (66%) and quality (64%) top their list of most important product attributes. But, health and environmental benefits have increased in importance since last year – including energy efficiency (47% in 2008, up 6%), locally grown or made nearby (32%, up 6%), all natural (31%, up 7%), made from recycled materials (29%, up 7%) and USDA organic (22%, up 5%). Despite the recessions, consumers are still very engaged in environmental protection. And, consumers recognize that many green activities such as energy and water conservation can protect their wallets and the planet. For example Nielsen’s Homescan service has recorded a sharp increase in consumer expenditures for canning supplies; up 15% year-on-year. This is highest, and driven by, LOHAS consumers, who increased purchase of canning supplies by 45%. Consumers may be growing their own vegetables and saving them for later, expressing local, organic, and practical desires. This reinforces the importance of knowing your consumer and targeting your marketing efforts to the highest value consumer. “The economic crisis has created a moment of reflection where consumers are redefining what truly matters and evaluating purchases based on both value and values,” said Raphael Bemporad, co-founder of BBMG. “This is a moment for leadership. By delivering on the multiple dimensions of value – price, performance and purpose – brands will be able to close the green trust gap, weather the economic storm and thrive long term.” Consumer attitudes have changed from eco-elitism to that of conservation and frugality and are looking at products and services and that will provide more bang for their buck.
Green to Save Green
Those in the spa world tend to be more affected by these downturns as disposable income becomes scarce and hard press eco initiatives to become more bottom-line oriented and based around cost savings. However, there are ways to adapt to the circumstances that will enhance your spa while maintaining your eco integrity. Here are some considerations that will help you save money and the planet simultaneously:
Energy Audit
This can be done yourself online or more extensively through a professional and will narrow down areas that you are most energy inefficient. Once you identify these areas you will be able to address them accordingly. These can be as simple as turning off your lights and computer at night or managing water temperatures in pools or laundry more accurately to save you money.
Bulk Purchases
Bulk purchases provide more quantity at a more affordable price. This also reduces packaging thus reducing waste and cut delivery costs for you. Using refillable bottles in treatment rooms can reduce clutter and maintain similar products throughout the spa.
Use Durable Cups and Plates
Rather than plastic or paper cups and napkins use washable cups and cloth napkins and other reusable items. You may have to roll up your sleeves for cleaning but it will save on purchases and save additional money. Or you may want to do away with unnecessary items that were once considered mandatory. For example a University in Philadelphia recently stopped using cafeteria trays and it has saved 3,000 gallons of water a month and thousands of dollars in annual water bills.
Creative Protocols
Design spa treatment protocols with conservation fixtures and client messaging that prevents water waste. Subtracting only 1 minute per hot shower can save $75 on utility bills and 2,700 gallons of water per year for a family of three.
Creative Outreach
Develop outreach that goes beyond the spa itself and penetrate larger community initiatives. Strong House Spa started the Cosmetic Recycling Program that allows clients to bring in old products that contain chemicals and get a $5 credit toward organic products. They recycle not only the containers but the products inside as all cleansing products go to their local recycling company to wash their trucks. This is a great example of promoting green efforts that support parallel businesses.
Times are certainly changing. For companies to maintain their market position while keeping to green beliefs they must make adjustments that are relevant to spa goers and current circumstances.
Changes in Attitudes
Consumer studies show that eco-consciousness has not left the consumer mindset. According to a January 2009 consumer research report by the Natural Marketing Institute, 22% of US adults report buying fewer environmentally-friendly products as a result of the economy. This is presumably because of price, not because they have stopped being interested in the product. The 2009 Conscious Consumer study by BBMG found that price and performance are still paramount. US consumers claim price (66%) and quality (64%) top their list of most important product attributes. But, health and environmental benefits have increased in importance since last year – including energy efficiency (47% in 2008, up 6%), locally grown or made nearby (32%, up 6%), all natural (31%, up 7%), made from recycled materials (29%, up 7%) and USDA organic (22%, up 5%). Despite the recessions, consumers are still very engaged in environmental protection. And, consumers recognize that many green activities such as energy and water conservation can protect their wallets and the planet. For example Nielsen’s Homescan service has recorded a sharp increase in consumer expenditures for canning supplies; up 15% year-on-year. This is highest, and driven by, LOHAS consumers, who increased purchase of canning supplies by 45%. Consumers may be growing their own vegetables and saving them for later, expressing local, organic, and practical desires. This reinforces the importance of knowing your consumer and targeting your marketing efforts to the highest value consumer. “The economic crisis has created a moment of reflection where consumers are redefining what truly matters and evaluating purchases based on both value and values,” said Raphael Bemporad, co-founder of BBMG. “This is a moment for leadership. By delivering on the multiple dimensions of value – price, performance and purpose – brands will be able to close the green trust gap, weather the economic storm and thrive long term.” Consumer attitudes have changed from eco-elitism to that of conservation and frugality and are looking at products and services and that will provide more bang for their buck.
Green to Save Green
Those in the spa world tend to be more affected by these downturns as disposable income becomes scarce and hard press eco initiatives to become more bottom-line oriented and based around cost savings. However, there are ways to adapt to the circumstances that will enhance your spa while maintaining your eco integrity. Here are some considerations that will help you save money and the planet simultaneously:
Energy Audit
This can be done yourself online or more extensively through a professional and will narrow down areas that you are most energy inefficient. Once you identify these areas you will be able to address them accordingly. These can be as simple as turning off your lights and computer at night or managing water temperatures in pools or laundry more accurately to save you money.
Bulk Purchases
Bulk purchases provide more quantity at a more affordable price. This also reduces packaging thus reducing waste and cut delivery costs for you. Using refillable bottles in treatment rooms can reduce clutter and maintain similar products throughout the spa.
Use Durable Cups and Plates
Rather than plastic or paper cups and napkins use washable cups and cloth napkins and other reusable items. You may have to roll up your sleeves for cleaning but it will save on purchases and save additional money. Or you may want to do away with unnecessary items that were once considered mandatory. For example a University in Philadelphia recently stopped using cafeteria trays and it has saved 3,000 gallons of water a month and thousands of dollars in annual water bills.
Creative Protocols
Design spa treatment protocols with conservation fixtures and client messaging that prevents water waste. Subtracting only 1 minute per hot shower can save $75 on utility bills and 2,700 gallons of water per year for a family of three.
Creative Outreach
Develop outreach that goes beyond the spa itself and penetrate larger community initiatives. Strong House Spa started the Cosmetic Recycling Program that allows clients to bring in old products that contain chemicals and get a $5 credit toward organic products. They recycle not only the containers but the products inside as all cleansing products go to their local recycling company to wash their trucks. This is a great example of promoting green efforts that support parallel businesses.
Times are certainly changing. For companies to maintain their market position while keeping to green beliefs they must make adjustments that are relevant to spa goers and current circumstances.
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