How can companies encourage customers to participate in environmental innovation?

2 Reward eco-friendly behavior

Another way to encourage customers to participate in environmental innovation is to reward their eco-friendly behavior. This means providing incentives, such as discounts, vouchers, points, or recognition, for customers who adopt or support green products, services, or practices. Rewards can motivate customers to change their habits, increase their awareness, and influence their peers. Rewards can also enhance customer retention, engagement, and advocacy, as they feel appreciated and aligned with the company's values. For example, Starbucks, the coffee chain, offers a reusable cup program, where customers can get a 10-cent discount every time they bring their own cup to the store.

3 Educate and inspire

A third way to involve customers in environmental innovation is to educate and inspire them. This means providing information, stories, tips, or challenges that inform and inspire customers about the environmental issues and opportunities that the company and its offerings address. Education can help customers understand the benefits and impacts of environmental innovation, as well as the barriers and solutions that exist. Inspiration can help customers develop a positive attitude and a sense of responsibility and possibility towards environmental innovation. Education and inspiration can also increase customer curiosity, interest, and involvement, as they feel informed and inspired by the company. For example, Patagonia, the outdoor clothing brand, has created a website called The Footprint Chronicles, where customers can learn about the environmental and social impacts of the products they buy, as well as the company's efforts to reduce them.

4 Solicit feedback and suggestions

A fourth way to encourage customers to participate in environmental innovation is to solicit their feedback and suggestions. This means asking customers for their opinions, experiences, or ideas on how to improve the environmental performance and value of the company and its offerings. Feedback and suggestions can help companies identify customer problems, expectations, and desires, as well as potential areas for improvement or innovation. Feedback and suggestions can also increase customer satisfaction, loyalty, and word-of-mouth, as they feel listened to and involved by the company. For example, Lego, the toy maker, has launched a platform called Lego Ideas, where customers can submit and vote on ideas for new products that are environmentally friendly and socially responsible.

5 Collaborate with stakeholders

A fifth way to involve customers in environmental innovation is to collaborate with other stakeholders, such as suppliers, partners, employees, communities, or NGOs. This means working together with other actors that share a common interest or goal in environmental innovation, and leveraging their resources, capabilities, and networks. Collaboration can help companies access new knowledge, skills, and markets, as well as create synergies and scale effects. Collaboration can also increase customer trust, reputation, and differentiation, as they see the company as a leader and a partner in environmental innovation. For example, Unilever, the consumer goods giant, has partnered with several organizations, such as the World Wildlife Fund, Oxfam, and the Rainforest Alliance, to implement its Sustainable Living Plan, which aims to reduce its environmental footprint and increase its social impact.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?