Losing Trust in Green

The experts agree that implementing eco-friendly business practices is no longer an option or luxury upgrade when the going is good, it’s a necessity to even compete.
But a study by the National Restaurant Association found that only 10 percent of consumers trust green information they receive from businesses or the government. So, as green efforts become a mainstream expectation, as well as a viable money-saving business practice – how does a restaurant let customers know about their practices without veering too far into message overkill?
And the question still remains: How much do customers truly care about a restaurant’s green practices?
Jeff Slye, founder of Business Evolution Consulting in San Francisco, helps restaurant and hospitality companies develop and implement green business practices, as well as how to effectively get the word out without raising red flags for greenwashing.
Slye says he believes the most effective campaigns come from companies that position themselves as creating an environmentally conscious culture on an ongoing journey. To call yourself a “green business” only raises red flags. Then, have information about the efforts readily available, on the Web site and via educated servers, but use the message sparingly.