Greening Your Products and Processes

With rising energy prices, stricter governmental regulations and public attention focused on environmentally friendly approaches to design and construction, green building is becoming an increasingly essential matter for the Australian building and construction industry.

BCI Australia has conducted research into green building since 2006. Industry stakeholders were asked their opinions on the status quo of green building and how it affected their businesses.

Since 2006, participation in green building projects has risen to 90% of those stakeholders, which in turn means more green products and processes are bring employed.

The three most prevalent motives for companies to pursue ‘green building’ principles were:

  1. To achieve lower lifecycle costs
  2. To protect the environment and reduce the impact of global warming
  3. To achieve increased building value or marketability

Green Star-rated buildings will continue to escalate, as developers, investors and end-users all recognise the ‘green’ makes good business sense. Some areas to consider when marketing your products and processes include:

  • Types of materials
  • Manufacturing process
  • Packaging
  • Energy efficiency
  • Recyclable

Here are some tips to remember when developing your green marketing message:

  • Tell a story – Why do you invest in making your products green? Why is it important to you?
  • Be specific – Many decision makers are sceptical about what is green, so being certified and having evidence to back up your message is important.
  • Keep your promises – Your business needs to live by what you promise. Not delivering on that can damage a brand.

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