Selling more in a world that wants less

sense to rent something that won't get used very often. Growing household preference for just that kind of economic conservatism is reshaping the kinds of relationships people are having with their stuff.

A well-known example is Zipcar. For decades, no producVconsumer relationship was as intimate (and Freudian) as the one between people and their cars. But today, some people are leaving that paradigm behind for the planetfriendly and economical choice of car sharing. It is, perhaps, a new kind of consumer status symbol, but it is emblematic of a deeper movement that is redefining the role of manufactured goods in people's lives and what it means to "consume."

7T!Ha Gnenr RecesstoN, combined with growing aware- ness of how "consumerism" contributes to climate change, has led to a surging movement of people simplifying their lifestyles and sharing more of the things they need-rather than blindly acquiring more stuff. In other words, more people are becoming conscientious consumers or disavowing the consumer label entirely.

This is disaster for retailers, right? Not necessarily. For retailers committed to green business practices, it's just another opportunity to serve their community. There are several ways that less consumption can be good for your bottom line, as well as for the planet.

It's clear there is a broad spectrum of negative environmental impacts associated with manufactured products, which a short Internet video, The Story of Stuff (www.thestoryofstuff.com), does a good job explaining. It takes energy to make things and move them from one side of the planet to the other. Then there's disposal and the potential for toxic leachates to pollute groundwater. The more we consume, the greater the impacts, so obviously, the less we consume, the fewer the impacts. That's the 30,000 foot view.

Understanding this system is the first step in developing green business models that replace inherent negative impacts with profitable, regenerative outcomes. All well and good, but how can merchants make money by selling less stuff? One strategy is rethinking goods in terms of services: selling fewer goods, but selling more of the services those goods provide.

This idea's been around for a long time in our industry, in the form of tool and carpet shampoo rental. It makes

People are looking to share almost everything: cars, bikes, tools, and even skills. The rise of neighborhood work groups-neighbors organizing themselves to help one another tackle home projects-recalls the days when communities came together for barn raisings. Meanwhile, professional tradespeople are branching out into new kinds of projects and are looking for short-term rentals of specific tools, rather than having to invest in "retooling."

If customers want and need less stuff, then retailers must adapt. Begin marketing your rental department's green virtues. For those not yet renting tools and equipment, now's the time to start. Talk to your pro customers and ask them what they need. Facilitate neighborhood work groups in your area and help create local tool lending libraries. Rent space in your parking lot for Zipcar or other car-sharing.

Think outside the box, too. Rent electric cargo bikes (www. cargocycling.org) or portable solar power generators (www.portablesolarpower.net) for off-the-grid construction projects. Getting into the shareable mindset will not only lead to more innovation, but it will unlock new income streams and forge new customer relationships.

JaY TomPt Managing Partner William Verde & Associates (4ls) 321-0848 info @williamverde.com

Swanson Group was one of the ftrst mills in Oregon to convert to small log production in the mid 1960's to lessen their dependence on old-growth Douglas fir and create efficient small log mills.

Today we manufacture a wide range of wood products, including railroad cies, premium grade dimension, metric sized lumber for export, and many grades of structural plywood.'We are nimble enough to react to market changes and big enough to get the job done.

Since 1951 we've been making quality forest products used by distributors, dealers, builders, remodelers, and do-it-yourselfers.

By listening and responding to our customers we are producing the products that make sense for today.

For sales call: L-800,331,0831 www. swansongroupinc. com

ByTim Croll, FXI Building Products