Buying less is the new ‘green’

Until now, being “green” has predominantly meant selling eco-friendly products or services. But this year’s tough economy presents a new opportunity for businesses to take environmental stewardship to a new level – by helping customers buy less stuff. But it has to be the “right stuff.”

Businesses should use this newfound prudence to their competitive advantage by actually encouraging customers to buy less (staring mass consumerism in the face) and live more sustainably by selling and buying quality products as an investment, and marketing the concept of simple living. This is the ultimate green strategy — enabling customers to reduce their footprint by doing business with your company.

Maybe this isn’t such a bad thing: In this era of Starbucks, H&M and countless other homogenizing forces, consumers value the details more than ever – the things that make different parts of our individual worlds distinctive.  Even the affluent are skittish about wanton spending and instead, hold out for something unique or a timeless classic – because classic doesn’t have to equal boring. In travel, the counterpart is having a quality, unique experience, which should be marketed as creating a lasting memory –another kind of investment.

“When people part with their money these days, they expect to purchase more than a vacation or a car. They demand valuable investments and meaningful getaways—a trend that many experts believe is here to stay,” says PR Newswire.

We’re all buying less and loving it more.