‘Going Green’ Strategic Marketing in Repatriation

While thinking strategy for another project it occurred to me that a number of companies are using a ‘green’ strategy to appeal to customers sense of moral/environmental obligation.  A friend told me that British Airways offered him the option to buy carbon credits to offset the carbon emissions for his flight to London.  I’m not sure if that’s why he flew BA but he certainly remembered it.  I’m just waiting to see the first air ambulance that says they are buying carbon credits to offset their aircraft emissions.  I don’t believe I’ve seen this embraced by any repatriation company, yet……

If you embraced this strategy would you see an increase in business? Maybe and maybe not but in extremely competitive markets, often small things will influence buying trends.  There are ways of buying carbon offsets without breaking the bank.   Certainly protecting our environment is important.  Jumping on the green bandwagon will cost something but your return may come in less tangible/economic ways, e.g. media coverage, improved employee moral, pleasing your local environmental advocacy group :) etc.  If you choose to go this route and you can’t measure the return…… bend your elbow and pat yourself on your back.   There’s my thanks for another day with less pollution.

Finally, under the guise of full disclosure and to blatantly acknowledge any accusations of hypocrisy, I will not be buying carbon credits for the carbon dioxide produced while writing this post.   Have a good one!