Yes, (Some) Oil and Plastics Companies Can Really be Green

As efforts to contain the disastrous oil leak in the Gulf continue, the mere mention of oil generally evokes images of environmental destruction. While this may be the case, oil doesn’t have to be synonymous with wreaking havoc on the environment. That’s because some companies are making a true commitment to sustainability.

With all the greenwashing that’s occurred over the last several years, it’s easy to find tons of examples of companies who make claims about sustainability, and market their products as green whether through messaging on packaging or providing services that reduce materials, energy and waste. And because there are no real standards as to what defines a green or sustainable product, it’s easy for consumers to be confused, and even downright fatigued by all this eco-talk (remember BP’s green ad campaign, which ran at the same time as the company acquired a permit for dumping toxins into Lake Michigan?)

But some companies have actually found a way to embed green into their value propositions. They understand that a critical component of an effective brand strategy is to live up to the promises you make to the consumer, and in doing so build credibility with consumers.

Take companies that use, produce, and change motor oil, for example. According to the American Petroleum Institute, recycling just two gallons of used oil can generate enough electricity to run the average household for almost 24 hours. Companies that work with motor oil are therefore in a unique position: the decisions they make about the product they work with can either prove to be harmful or beneficial to the environment.

Examples of companies truly embracing green practices are appearing more and more these days, from oil quick change shops working with re-refined motor oil and acting as used motor oil collection centers, to motor oil producers selling re-refined and biodegradable motor oil made from beef tallow.

And what about companies involved in the production of plastics? Plastic is one of the major toxic pollutants of our time, and it causes serious damage to the environment during its production and disposal. So any company involved in the production of plastic is an enemy to the environment, right? Wrong. Some plastic producers have invested millions of dollars in green research, and have begun making plastic from sugarcane waste which is free of harmful toxins and requires less energy for production. These plastics, in addition to other bioplastics, could reduce greenhouse gas emissions and slow global warming

By aligning their business strategies with their communication strategies, companies enable sustainability to seep into every area of their organization. When you have this kind of alignment, sustainability becomes not just something you talk about, but something that affects hiring decisions, performance reviews, incentive programs, vendor partnerships, and operational procedures. It impacts what customers see and experience at the point of sale. It impacts the way you answer the phone when they call. It impacts every single communication you put out there, from an email to a postcard to your website. And it impacts your overall brand strategy.

And an effective brand strategy usually equates to a strong brand, which pays numerous dividends to stakeholders within the company. Strong brands garner higher price points and margins, they foster loyal customers, and they attract and retain top talent.

Need to better align your brand strategy? Check out our account and brand planning capabilities. Or give us a shout. We’d love to chat with you.

Flickr photo courtesy of XcBiker.