I attended an IBM conference and was amazed by how much they promoted the power efficiency of their computer systems. Yes, IBM has thoroughly embraced green computing. This is not a fad either – their enterprise customers are demanding it. Electricity costs for data centers have become so high that enterprises are actively looking for relief. Moreover, some data centers in metro areas are not able draw any more power from the grid because electric utilities have run out of capacity. To add new equipment they have to remove something else, lest they exceed their limit. So energy efficiency is now a practical necessity for computing.
The fact is we now live in the Green Era. Society, business and government are focusing more and more on reducing energy consumption and impact on the environment. And it does not matter if you are a skeptic about global warming or recycling. This mega-trend is well underway, and many factors drive it: rising oil prices, a desire to be energy-independent of dubious foreign regimes, alternative energy technologies, population growth, concern for global warming, appreciation for nature and a desire for cleaner air, water and land.
What does the Green Era have to do with marketing? Starting now, you have a window of opportunity to differentiate your products by going green. If you are a builder, you might get certified to build energy-efficient homes and tout it. If you drive a taxi, you could get a hybrid vehicle and paint an ad that asks, “Why ride yellow when you could go green?” And so on. Given the choice between two relatively equivalent products, consumers will increasingly pick the green one.
So remember that green is not just the color of the verdant earth – it is also the color of money. Green products save money by using less energy and resources. They also make money because people want them and will pay a premium. And they are good for the environment.
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