Show consumers you care

Score a few points with environmentally-concerned consumers by drawing awareness to green issues and showing them you care, via your website. But proceed with caution.

by Helen Leggatt

Auto manufacturers aren’t always high up on the Christmas card lists of environmentalists, but by putting more emphasis on green issues, such as sustainability and recycling, they could well score a nod in the street.

Several large auto manufacturers, such as Chevy, Lexus and Toyota, have begun to promote “green thinking” as a way of communicating with consumers. By providing engaging and enlightening green facts and tips consumers can at least see a level of involvement and concern.

However, SiiTE Interactive, who developed sites for the aforementioned auto manufacturers, points out some items for consideration when creating a green-oriented website.

In particular, SiiTE recommends that consumers be shown the impact as graphically as possible, particularly with regard to total impact and the individual contribution. Using quick snippets of information that consumers can absorb and act on is preferable, as is providing a forum to let consumers air their views and provide a good source of feedback.

On the other hand, SiiTE warns of preaching to the audience, and that being too “self-congratulatory” can cause people to become overly critical of the company’s concern.