GREEN news
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GREEN products
The green agenda is particularly important in the manufacturing industries as having environmentally friendly products and processes have become an important selling point
green’, with more than a quarter, 28%, saying it is ‘still not very green’. This is both an enormous challenge and a great opportunity.” Customers will ultimately purchase responsibly produced products if they are presented with the choice, and as long as the product is fit for purpose. “A customer does not need to compromise on quality or value for money when buying a product, which is also environmentally friendly so selling green should be a simple sell providing the products you propose are suitable for the task or customer in question and the product has real green credentials,” says Tania Cheesmond, marketing manager at Fellowes. CUTTING THE CARBON One of the key areas where office products are seeing environmental improvements is in carbon reduction programmes, driven by improved customer knowledge of the product development process. “The manufacturing industry is so extensive that if each manufacturer endeavoured to reduce their carbon footprint, it would make a substantial difference to the environment and protecting the future,” says Bambridge. Sustainability is another major focus for consumers and manufacturers alike, and there have been some large redevelopments in the production of key office supplies, such as pencils. Wooden pencils are increasingly being sourced from sustainable forests, and Natalie Lewis, customer marketing manager at Staedtler, suggests the company made a conscious effort to source wood certified by the Programme for the Endorsement of Forest Certification Schemes (PEFC). “PEFC is the world’s largest certification system and provides a guarantee to purchasers of wood and paper products that they are promoting the sustainable management of forests,” she says. “Certified wood is also obtained in a manner that prevents environmental damage and ensures the employee rights of those involved in the process.” Ensuring sustainability is also related to reducing waste, something that has also been high on the green office agenda. Karen Harrison, marketing manager at AF International says manufacturers have a duty to “support customers’ efforts to become more eco-friendly and source new green packaging alternatives, such as swapping aerosol products for greener pump-action products”. She suggests manufacturers will eventually have to move away from traditional harmful products and look at sustainable alternatives. MAKING BUSINESS SENSE While the promotion of green products is a noble move for manufacturers and dealers, it will all count for nothing if customers do not ultimately make the conversion to eco-
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GREEN spotlight
friendly products. There is an ongoing perception that green products are more expensive than the traditional alternatives, something that manufacturers are increasingly trying to dispel. “Becoming more environmentally efficient not only helps to cut down on how much waste we create, but can also lead to cost reductions,” explains Harrison. “Selling products that can be refilled means customers get all the convenience and value that they want, but it also encourages them to be more environmentally friendly.” Total cost of ownership and eco-savings are also a key aspect in the printing market. “Dealers need to position investment in printing technology as a mid-to-long term investment, rather than focussing around the short term price saving opportunities at the point of purchase,” explains Neil Sawyer, head of marketing at Samsung Electronics. The green agenda is an all encompassing process that needs to be driven through the entire chain, from design to manufacture, distribution to selling. “Each link in this chain needs to be developed intelligently and directed towards being an environmentally sustainable business,” suggests Sawyer, who adds that this process should not be viewed separately to cost reduction, as the two are intrinsically linked. “Samsung encourages businesses and users to look at all aspects of the green agenda to drive down unnecessary consumption in the office and at home,” he continues. This is possible by integrating paper, power and toner saving solutions into a wider range of their devices. PROVIDE REAL SOLUTIONS Customers are increasingly wary of dealers trying to simply cash-in on the ‘green’ movement. “It is important to avoid ‘green washing’ or ‘green marketing’,” says Cheesmond. “Now there are a range of icons, accreditations and certifications that are easy to identity and spot on packaging and in literature.” These certificates act as reassurance to customers that the products really do live up to the promises that dealers say. “If you see a product with an FSC tree logo on it, then you can be completely sure that the product you are buying will not be contributing to the destruction of the world’s forests” says Cheesmond. “The FSC is an international, non-governmental organisation dedicated to promoting responsible management of the world’s forests – it is the ultimate ‘green’ recognition.” While independent endorsements do act as a strong support to a product’s green claims, it is important that dealers do not abuse the power of a label. Corbett says, “It is essential that manufacturers and dealers do not overstate or exaggerate claims, as this is viewed poorly by increasingly savvy consumers.” There is huge scope for dealers to promote the use of environmentally friendly products in the workplace, with consumers increasingly seeking products that fit with their wider green initiatives. The strength of the green agenda should ensure dealers can continue to promote the business case for helping the environment, something that even Captain Planet would have approved of.