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SEEING GREEN: The Environmental Marketing Opportunity for Building Materials Manufacturers

Why is the building materials industry moving so rapidly to embrace all things green? Sure, they realize protecting ecosystems and conserving natural resources are good for the planet. Green products can also improve the quality of the indoor environment and trim energy costs, among other benefits. But there’s a more basic driver of the industry’s abrupt turn to green: the potential for profit.

This white paper addresses the critical issues for manufacturers — and others along the supply chain — who seek to capitalize on the growing green trend. This material is divided into three sections:

• The Green Opportunity examines the overabundant evidence that, in the coming years, manufacturers who leverage “green-ness” will gain significant advantages in the marketplace.
• Pitfalls Along the Green Path explores the significant obstacles manufacturers face as they strive to realize the opportunity inherent in the evolving green market: competition, marketplace confusion, and difficulty defining exactly what “green” is, and more.
• Building a Green Platform illustrates how manufacturers can overcome these obstacles by developing a carefully orchestrated, green-focused marketing program. This section describes PlanIt Earth™: Environmental Marketing Plan, a tool that offers a clear three-step process: first, define the green attributes of a product or service; second, create a comprehensive green marketing program; and third, execute with precision and measure the results.

Armed with a clearer understanding and a blueprint for success, manufacturers will be better equipped to tap the green potential that is poised to explode in the coming years.

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