The Green Effect

 That said, the environmental angle might actually prove to be useful as long as it’s positioned properly. More specifically, while your prospect’s business may not have “saving the trees, seas, and honeybees” featured prominently on its goal sheet, someone even more important actually might: its customers. 

Consider this study by the Nielsen Company, in which 81% of survey respondents said they were willing to pay more for products and services that came from companies committed to positive environmental impact. A key driver for these consumers was the perception that the business was engaged in environmentally friendly practices, and energy efficiency and renewable energy projects certainly fit that bill. And if you are pitching to a business that is targeting the famous Millennial demographic, the effect is even greater: almost 85% of respondents in the 21-34 age group said they were willing to pay more for products from businesses that value sustainability. 

Your prospect needn’t be a financial expert to understand that figures like these could be leveraged to drive revenues. Feel free to recommend that your prospect prominently feature the details of your energy project in its marketing materials. This marketing should illustrate genuinely quantitative reductions in emissions and carbon footprint, along with any applicable ratings that the improvement may have enabled, such as the acquisition of an ENERGY STAR^® label for the subject property. Environmentally conscious consumers will find concrete facts to be more impressive than simply talking a green game. 

The trend lines in consumer attitudes are clear: every year, consumers are more concerned with the environment and more willing to vote with their dollars. Illustrate to your business prospects that the more consumers favor companies that are viewed as environmental stewards, the more urgent it becomes for companies to move in that direction.