The Silent Crowd of Customers Many Green Companies Ignore

Many eco-responsible businesspeople only market online because they think it’s more sustainable. But they’re out there – a silent crowd of customers who prefer to do business offline.

I was in the post office just before Christmas and couldn’t help but overhear the conversation taking place in line ahead of me:

“I just ordered a book from Amazon. It’s the first time I’ve ever ordered something online.”

“Oh really? Pretty convenient, isn’t it?”

“Yeah, but I don’t know, it makes me nervous.”

“Oh, well, with Amazon I think you’re OK.”

“That’s right – they’re so big I’m sure they keep up with security. But I don’t think I’d trust most sites.”

If you’re like me and spend a lot of time online, it may be hard to believe. But they’re out there – a silent crowd of customers who prefer to do business offline.

Many of them may be your ideal prospects, especially if your products appeal to the older generations and/or a rural audience. Ignore them and their needs, and you may be shortchanging yourself badly. (As well as refusing them the pleasure and benefits of doing business with you, and potentially forcing them towards options that are less environmentally responsible.)

Many eco-responsible businesspeople avoid offline marketing because they believe digital media are more sustainable than traditional media – particularly because of the consumption of paper.

However, I believe that when done responsibly, print need not be any less sustainable than paper, and integrating print media into your marketing mix can really benefit your environmentally responsible business.

What’s your opinion? Do you avoid marketing your business offline? Why or why not?