Sustainability Sells, Just Ask Walmart
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2. Apple is cool because of its purpose. The millennial generation loves Apple because they are “cool with a purpose.” Apple has defined the best practices for using products design to engage customers and deliver solutions. Their sleek designs exemplify increased customer efficiency and productivity. It is not a coincidence that a former Apple designer launched the Nest thermostat that is achieving a 100+% annual revenue growth rate.
3. Apple is a leader in greening their supply chain. Apple just announced investing $3 billion in a solar plant to meet the energy needs of their retail stores. They are also installing solar at their data centers to achieve 100% renewable energy operations. Their Supplier Responsibility 2015 Progress Report is a must read on green supply chain best practices. Their transparency and authenticity is protecting their brand equity and meeting the expectations of their millennial generation customers. Their greener supply chain is also reducing costs and the risk of component part disruptions.
How to win customers with sustainable best practices
Transparency, authenticity, quality and price are the four keys to winning customers and growing revenues. But it is not enough to be just green. A company must be both price competitive and green because the middle-class customers continues to be financially squeezed by fifteen years of zero real income growth. The key to revenue growth is to offer products that “cost less, mean more.” That is what Walmart is doing through their online Sustainability Leadership Shop.
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