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【正文】 Green market leaders in the years ahead.,29,?169。Future Think LLC | New York, NY | All Rights Reserved,Companies today often take a broad, massmarket approach to Green. By trying to appeal to the widest possible audience, many end up diluting their commitments and environmental messages to a point at which messages become unclear and lacking in sincerity.,4 | Green Goes Niche: Where We Are,Opinions on the environmental movement and intentions for going green vary greatly from one person to another. Some cite personal guilt and personal health, while others succumb to pressure from children or want to take part in the larger cause of saving the planet.,30,?169。Future Think LLC | New York, NY | All Rights Reserved,The world of Green branding and communications will become more focused, targeted, and specific in the years ahead.,The language we use to talk about Green will expand to allow for more direct, focused conversations between organizations and their customers.,4 | Green Goes Niche: Where We’re Headed,Organizations are increasingly turning to the Web to better engage their customers and understand the nuances and complexities of environmentally focused decisions.,31,?169。Future Think LLC | New York, NY | All Rights Reserved,Given the success that certain industries have had with thirdparty certifications and reporting standards, we’re likely to see an increase in their use over the next few years. Organizations across all industries may begin to partner with one another and with nonprofit and governmental agencies to establish standards and certifications where they do not exist today. The key success factor for future certifications will be coordination—careful analysis and accountability across all links in an industry’s value chain.,4 | Green Goes Niche,32,?169。Future Think LLC | New York, NY | All Rights Reserved,How well do you know your customers’ motivations for going Green? How can you open up communication with them to better understand? Which Green customers are most important to the growth of your business? How can you ensure you’re reaching them through robust communication and engagement strategies?,4 | Green Goes Niche,33,?169。Future Think LLC | New York, NY | All Rights Reserved,The Last Word,Having now peeked into the future of Green, you may have several questions. That’s to be expected. The reality is that Green is essentially synonymous with change— in terms of how we consume, how we do business, how we work, and how we approach innovation. The beauty of Green, however, is that it is also synonymous with growth. As we move into an era of constrained resources, organizations that help their customers minimize waste and resource consumption will emerge as market leaders. And there are countless ways to get there, no matter what role you play in your organization. If you’re in Product Development, you can shape the future of Green by creating the offerings that push the definition of Green to new heights. If you’re in Operations, you can analyze and redesign the processes by which your organization does business and eliminate waste and inefficiencies. If you’re in Human Resources, you can push for new policies that allow employees to work virtually or new reward systems that incentivize Green behaviors.,34,?169。Future Think LLC | New York, NY | All Rights Reserved,The Last Word,Wherever you sit, you have an opportunity to be a leader in the race toward sustainability. The only question is—how fast are you willing to get there?,35,?169。Future Think LLC | New York, NY | All Rights Reserved,36,?169。Future Think LLC | New York, NY | All Rights Reserved,*Inside the Future of Green Business Strategy: Four key trends that are shaping the Green marketplace 37 pages of detailed analysis with case studies and examples of how leading innovators are addressing Green Over 15 thoughtprovoking questions to help you identify opportunities for your own organization Insight into the major topics and keywords you need to know to gain fluency in the world of Green.,37,?169。Future Think LLC | New York, NY | All Rights Reserve
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