It is time to dive into the bigger picture. You might have been asking, what on earth connects the dots from green values to hardcore moneymaking. The answer is customer, the citizen, the Conscious Consumer. He or she is more and more often willing to enlighten also others in his or her no-cost social media networks.
Not hurting the nature means most of all responsibility in all business processes. And this is where we bump into ethics. If the right choice costs more, your bottom line is bound to suffer. Mission impossible? My previous post at Vol.1
China and Finland, cases mentioned in Vol.1, were crimes covered by the traditional press. South-Korean girl not taking care of her dog waste or a blogging mother at the mercy of a multi-national conglomerate are examples of the power of this new media. It offers those long-needed channels through which to participate and do our share for the mutual cause.
That's why nature is also your business!
Social media is a means to build social (environmental) awareness. That's why sustainability is a value that is - and must be - on the rise. As Esko Kilpi put it: There is a shift of paradigm going on.
That paradigm is something big; so big that not one business can afford to neglect it.
As people are testifying odd weathers, reading scary reports and watching terrifying pictures from natural catastrophes they are also searching for information. Web offers them loads of details, also and more and more often misbehavior and neglect of companies, among other things.
Be aware: those who care just won't turn away. They will not accept unethical behavior. Their opinion might matter to your customers.
Gradually this "Mission impossible" type of equation is becoming reality. Winning fast profits at the expense of someone else - and the nature - is turning social media audience against anyone trying it. Dare you try?
To be continued..
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