In the past 10 years, the term „Going Green” gains not only public and media attention but also encourages companies and business to change their ways of running. The question you would probably ask now is why? Lets first concentrate on this simple question, what is going green? Going green is the idea of change which would influence in decreasing pollution saving animals and overall our planet. The environment awareness keeps on growing and growing every single year. Now lets concentrate on „why? ”.
An ordinary person, lets say his name is Ben, heard about the concept of going green, he liked the idea and he tries to change a little bit his daily routine. Ben doesn’t want to flip his life around a idea, but he tries to save energy, water maybe recycle from time to time. It makes him feel good about himself. What he doesn’t realise is that by changing his way of thinking and acting he just became a part of one of the highest growing markets. Over 80% of people go green each year. Not everyone will keep on doing it. Lets take a random European country, Poland.
Poland has over 40 million citizen’s, 32 million decide on going green, more than half of it drops down and doesn’t continue, we are left with 12-16 million, 22% of these people can afford a stay in a 4-5 star hotel, resort, now we are left with 3,3 million. Now answer yourself a question, when Ben goes on holidays with his withe to another city in Poland, which Hotel would he chose? The one that didn’t turn green, but still is a really good hotel with a nice view at the city or a hotel that supports his way of life and will make him feel better about himself.
Its 3,3 million individuals which would probably pick the hotel that decided to change a little bit the ways of running. Going green is not only an advertised way of helping mother earth but can also can become a competitive advantage. Advantages Can become a money saving opportunity. Microsoft proved that turning off a computer or putting it into sleep mode after its been used can help the company in saving up to $90 per computer, within a range of a whole year. Imagining how many computers there are in a large corporation or a hotel.
Lets say there are 250-300 computers in a hotel that is owned by a hotel branch, a single hotel saves up to $22,000 per year. Hilton right now owns 530 hotels. If they decided to implement such a small change they could save up to 11,6 million dollars. Going green can become a competitive advantage. Customers seem to chose products or services of the companies that tend to care about the environment over the same quality product or service from a different company. A company That decides to go green can count on so called tax benefits.
Government tends to support companies which show evidence of implementing methods that would be beneficial to environment. Cutting Tax costs is one of the ways the government can support companies. This only happens when a company can cut their energy costs by 50%. Employee motivation. Employes tend to be more loyal to the companies which tend to care about the environment. Workers can also be more committed by participating in the activities which could help in maintaining sustainability.
A repetition of that kind of activities can help the companies in recruiting better quality employes. The fact of implementing extra tasks to daily operation of a business can be a factor that will motivate employees and can make their work more efficient. Disadvantages The initial cost of going green can be very high. usually smaller businesses cannot afford to turn to go green. Solar panels for example are very expensive. We can notice the brake even after 3 years or more. Going green is more of a long term investment.
In some cases switching to green methods can raise the value and the prices of services or products. Because of relatively high costs of implementing green methods some companies may be forced to higher the prices of products or cut costs in any other way to brake even quickly. In some cases customers can notice that a company is going only green to increase the good image of the company. Or says that they are green and at the end they sell unfriendly products to the environment.
This is called „Green Washing”. If a consumer notice that the company is green washing than they can suffer really bad publicity. Conclusion Many famous companies are deciding to go green. Companies such as Mc Donald’s, Starbucks, or Coca-Cola decided on going green. Hotel wise it is also a good idea. This action can bring new customers and can also make consumers loyal. it means that customers would be likely to come back to our hotels. It could help in building up a wide customer base which could help our company in raising advantage over our competitors.
A company that decides to implement the whole concept of going green, has to be careful and maintain this way. Because if the public finds out that a company is saying that they went green, and doesn’t actually change anything, it can bring a lot of trouble to the company. It can build a bad image that is hard to erase. I am for going green. As it is becoming more and more popular sooner or later companies will have to go green.
Courtney from Study Moose
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