Great article in Promo Magazine this week called “Green Street” which provides a detailed look at how various marketers are riding the green bandwagon. One of the more surprising efforts comes from HSBC which has turned online bill paying into a major green initiative. HSBC customers who pay three bills online get a “green kit” filled with coupons, energy saving light bulbs and more. The article notes:
Going forward, they [HSBC customers] can have a tree planted in their name by the National Arbor Foundation (a group that has become very popular with marketers).
HSBC seems to have a clear understanding of the notion of “marketing as service” (something this blogger keeps harping on and on about):
“This campaign isn’t about us,” says Nicole Rousseau, vice president of marketing for HSBC. “It’s more about how we can help our customers help the environment.”
The article is also careful to outline the pitfalls of green washing while printing a “how to green” check list provided by JWT’s Trendspottting Group (not coincidentally, JWT is HSBC’s global agency):
1. Identify your target audience. Know whom you’re marketing and what green issues are most relevant to them.
2. Be relevant. Choose a campaign that makes sense for your business.
3. Practice what you preach.
4. Educate and inspire. Help your target navigate by providing easy-to-follow information and tips.
5. Be virtual. Save a tree and make collateral materials downloadable from your Web site.
6. Make your campaign sustainable. Eco-friendly campaigns shouldn’t be one-offs; they should be ongoing.
7. Create a green culture. Own your message and make it part of your corporate vision.
8. Advertise.
9. Be consistent. Take your campaign to the next level, and work with other companies with similar values.
10. Encourage customer participation.
I must admit to being somewhat skeptical about HSBC’s green campaign at first. What was hard for me to assess was the depth of commitment and whether or not HSBC was making every effort in their internal operations to reduce energy consumption and recycle. Last week, I had a casual conversation with a friend who works for HSBC in Buffalo and he assured me that the commitment is wide spread. HSBC employees are actively recycling paper, are powering down computers at night and are use energy saving light bulbs wherever possible. While none of these things are awe inspiring, it is amazing how many companies aren’t even taking these basic steps to reduce their impact on the world we share. Kudos to HSBC for recognizing that as “The World’s Local Bank” they have much to gain by making the world a little greener.