WHAT'S HAPPENING NOW:
SUBSCRIBE TO MAGAZINE
Topics Magazine Find It Show eTrak FastTrak Certification Awards News Advertise
Topics
Exhibits
& Experiences
Exhibit
Design
Exhibit
Design Awards
Green
Exhibiting
Rental
Exhibits
Exhibit
Graphics
RFPs & Booth
Management
Small
Booths
Fabric, Flooring
& More
Technology
Case
Studies
editorial





 

hen I came out to my sister in the late '90s, she started paying more attention to where she shopped. That might seem like an illogical reaction, but it was a definite cause-and-effect scenario. Her rationale was simple: She would use the power of her pocketbook to advance the social causes that were important to her. For example, she was more likely to shop at Target (a company whose Corporate Equality Index score is 80, as determined by the Human Rights Campaign) over Walmart (which scored a mere 40). And she permanently axed Sandals resorts off of her list of potential vacation destinations after finding out the company did not allow same-sex couples to visit its properties (a policy that was later revoked).

Her intention was to punish companies whose policies did not align with her opinions, while rewarding companies that had gone out of their way to demonstrate that their corporate philosophies matched her personal philosophy. And whether you agree with my sister politically, more and more consumers are following suit, opting to do business with companies whose corporate philosophies are more closely aligned with their own.

So what does all this have to do with the exhibition industry and this issue's Guide to Green Exhibiting? I suppose it depends a lot on who your customers are and what factors are included in their purchasing criteria. According to The State of Green Business 2008, 70 percent of consumers are more inclined to purchase eco-friendly products over less ecologically friendly alternatives. So it stands to reason that the more your company can do to position itself as environmentally conscious, the better aligned you'll be with consumers' current priorities.

That doesn't mean you need to go 100 percent carbon neutral, but taking steps, however simple, toward sustainability can help to position your company as part of the solution - whereas standing idly by can send the message to consumers that you're part of the problem instead. Bottom line, going Green doesn't have to be your top priority, but if it's on your consumers' radar screens, the eco-friendly elephant in the room should likely have a seat at the table.

And while you're pondering your consumers' purchasing criteria, don't forget that you have the almighty power of the pocketbook as well. If you possess the authority to make or influence purchasing decisions for your company's trade show program, you have the power to promote the causes that are important to you and your company - including environmental awareness.

Remember, you have the choice of purchasing your exhibit property, giveaways, flooring, and all the other products and services you need from one of two kinds of companies: those that offer eco-friendly options or those that do not. If you are among the two-thirds of exhibit managers who report a personal interest in the environment, wouldn't you rather support a supplier who is making an effort to offer Greener alternatives? Much like my sister, wouldn't you prefer to do business with a company whose corporate philosophy is more closely aligned with your own? Or, as Joshua Mark, executive director of special event production for Fox Broadcasting Co. says, "I can rent a plasma from anyone. But if I can just as easily rent it from a company that's doing great things for the environment, why wouldn't I?"

If environmental issues are not important to you or your consumers, you might not have anything to worry about. But if, as many claim, America's interest in Green is unlikely to dissipate anytime soon, going Greener is a now-or-later inevitability. Just be wary of waiting for later. If your consumers are anything like my sister, past actions and resulting perceptions are often weightier indications of a company's identity than after-the-fact apologies and too-little-too-late changes of heart.e


Travis Stanton, editor;
tstanton@exhibitormagazine.com



Share this article:
you might also like
FIND IT - MARKETPLACE
Plants
Planters Unlimited
Standoffs
Gyford StandOff SystemsŪ
Cases
Wilson Case, Inc.
Lighting
Barten Production Service
>> More Products
courses
resources

RGB LED Wall Washers
& RGB LED Lumastrips
RGB LED wall washers & Lumastrips add dramatic lighting to indoor or outdoor displays to create the perfect scene. These fixtures are rated IP65 & can be used as standalone units or connected in series. Great prices. Ships same day.
Step 1 Dezigns
Exhibit Lighting
800.822.8527
www.Step1Dezigns.com

>> more Resources
Join the EXHIBITOR Community Search the Site
TOPICS
Measurement & Budgeting
Planning & Execution
Marketing & Promotion
Events & Venues
Personal & Career
Exhibits & Experiences
International Exhibiting
Resources for Rookies
Additional Content
MAGAZINE
Subscribe Today!
Renew Subscription
Update Address
Newsletters
Advertise
FIND IT
Exhibit & Display Producers
Products & Services
Supplier to Supplier
All Companies
Compare
Jobs
Get Listed
EXHIBITORLIVE
Sessions
Exhibition
Networking
Certification
Get the Brochure
Exhibit at the Show
Registration
ETRAK
Sessions
Certification
F.A.Q.
Registration
FASTTRAK
Locations
Sessions
Certification
Sponsor
Registration
CERTIFICATION
The Program
Steps to Certification
Faculty and Staff
Reasons to Enroll
Enroll in CTSM
Submit Quiz Answers
My CTSM
AWARDS
Sizzle Awards
All-Star Awards
Exhibit Design Awards
Portable/Modular Awards
Euroshop Awards
Corporate Event Awards
NEWS
Associations/Press
Awards
Company News
International
New Products
People
Shows & Events
Venues & Destinations
EXHIBITOR News
© Exhibitor Media Group | The Leader in Trade Show and Corporate Event Marketing Education 310 South Broadway, Suite 101, Rochester, MN 55904 | (507) 289-6556 | Need Help? Ask Scott