Going Green on Display: The Adoption of Green Options
Usually high interest in brands or products will lead to a purchase or conversion from either a consumer or another firm. As we talked about in the introduction to
Going Green on Display, interest in green exhibiting options among both exhibitors and suppliers is high and continues to grow. So why has the exhibit industry been so slow to adopt Green options and practices? According to a survey done by Exhibitor Magazine Group "there has been some adoption of Green options, but because of the nascent nature of the Green movement in the exhibit industry, that adoption has been measured to date." The same survey finds that less than a quarter of exhibitors said they have deliberately purchased a green exhibit product or service.
Where Is Everybody?
While the pace of adoption for exhibitors and suppliers seems to be moving slowly, it is expected to pick up in the near future. Those who have taken part in the Green movement within the exhibitors industry wonder, "where is everybody and what is taking them so long to catch up?" Many who have created room in their budgets for green options are beginning to see the returns. During this economic downturn the pressure on small and large businesses to cut costs, increase their efficiency, and increase productivity are higher than ever and it is exactly why green is the way to go.
Join the Party!
Many companies are having a difficult time of seeing the benefits of green products and services. Some see the idea of becoming more eco-friendly to be an all or nothing decision but that is not the case. Starting small and building upon green initiatives and areas of the product or company is an easy way to see the positive results without gambling. An easy area to start would be with displays and marketing materials ranging from brochures to business cards. Using reusable or recycled displays, brochures printed on 100% post consumer waste, or using non-toxic inks on business cards are easy ways to begin a long running green effort within the company. Here are some best practices (after the infographic) that can be used after implementing a green initiative:
- Develop and document a green strategy that can be easily communicated to all of your partners, vendors, and clients to ensure they are aware of your efforts and that your business is well-prepared to share those policies if and when required.
- Promote your green efforts to customers and clients as cost and time-saving techniques that enable your business to pass on those savings to your customers, while doing your part for the environment.
- Be sure to practice what you preach. Environmental watchdogs will punish any business large or small for making claims that are false or exaggerated.
Exhibitors: First to arrive and last to leave
Exhibitors are becoming aware of the importance of being green within the industries they market for. According to
An Inconvenient Booth, 58% of exhibitors today allocate some portion of their exhibit/display budget to Green options. Even though the allocation is usually small, 1-10% of the total budget, they are getting their feet wet and realizing the water is warm. This small percentage of their budget is about to get bigger however. Exhibitors report plans to boost their investments in Green exhibiting options over the next couple of years. According to
An Inconvenient Booth, "the percentage of exhibitors saying they will allocate none of their budget to green options drops from 42% today to 14% in 12 months." A 28% change in 1 year is huge and this trend also continues with the growth of budgets for those who allocate between 11% and 20% of their budget to Green options. That area is expected to grow from 11% to 24% in 1 year!
Tap the Market Lets Party
As you can see there is a large and untapped market out there for green exhibitors. A survey in
An Inconvenient Booth found that "46% of exhibitors' companies have some type of formalized Green initiative, which in 73% of those companies extends to the exhibit function." Many of these companies believe that more than one quarter of their marketing budget could possibly be allocated for Green initiatives. If all of these figures hold true
An Inconvenient Booth predicts spending on Green exhibiting options to reach a minimum of $7 Billion per year. That is one big market!
The Bottom LineAdoption of green practices and implementing green initiatives has not been as fast as many would like. This doesn't mean that green strategy within many companies and organizations isn't gaining support. Many firms are allocating more budget share and driving towards eco-friendly options. That means more companies looking to become environmentally friendly through a variety of ways, including exhibiting and displays. Being a trail blazer in this area is very important, and could differentiate your company's marketing strategy from others who may jump in down the road.
