Recommended Reading:
From Green to Gold and the FTC’s Guide for the Use of Environmental Marketing Claims

We can all learn regarding what we can do to be more environmentally responsible from other companies in the door and window industry, and we can also gain insights from companies that have made being green their mantra and are enjoying enormous success.

During the annual meeting of the Window and Door Manufacturers Association held earlier this year, Andrew Winston, author of From Green to Gold, told attendees the stories of some of these companies who’ve taken this stance. Winston told attendees how smart companies can use an environmental strategy to innovate, create value and build a competitive advantage. He gave several examples of companies, such as Dupont and Wal-Mart, that have made a commitment to waste reduction and have saved billions of dollars doing so. “It’s not a fad; it’s a permanent way of doing business,” he said. “It could be the key to making your company profitable.”

He pointed out how Toyota is known as the innovative leader in the automotive market, and how door and window manufacturers can follow this example.

“If you do this in the window industry, it will make your brand,” he said.

Winston warned attendees, however, that if they introduce green products they better make sure they are actually green.

How do you figure out if your products really are green? Well, the Federal Trade Commission (FTC) offers the Guides for the Use of Environmental Marketing Claims in an attempt to help companies ensure they are staying true to the real meaning of terms such as environmental responsibility and sustainability.

I wrote a recent blog about these guidelines and immediately heard from a supplier to the door and window industry who found the FTC guidelines extremely helpful.

“That blog was a great help to LAMATEK. We are rolling out a new product called Eco-blocks.  The setting blocks are made from a 90-percent post-consumer material. The FTC guide helped to reassure us that the extra time we took to introduce this ‘green’ product was worth the wait and also raised some questions for us that we had not thought of yet and will now address,” says Laura Basara, director of sales and marketing for LAMATEK Inc.

So while the word “green” may be overused and not all of the information valuable, look out for data that is and that will help your company turn green into gold.

CLICK HERE to read the FTC guidelines.
CLICK HERE to learn more about Winston and his book.