Creating Demand

Have you ever heard someone say, "I won't provide (insert product or service here) because no one will buy it"? When I ask people about demand for green products, or green building, this is a common response. But have you ever asked yourself why they've come to that conclusion? It's all about demand!

If you conduct a survey and ask potential customers if they prefer A or B, they will choose one or the other even if what they really want is C. So, when someone tells me that no one will buy C, I'm always tempted to ask, "How do you know?"

Case in point...I was at our favorite restaurant to pick up dinner one evening. This wonderful mom and pop restaurant usually puts their take out (and leftovers) in styrofoam containers. This particular visit they switched the containers to a paper product. I noted with the owner that they had different boxes...he quickly responded that the boxes were only temporary. My response was of disappointment, so he asked "why?" I looked at the box, and looked at him, and said, "These are recyclable. The styrofoam is not." Well, what do you know, the other customer there for take out and the waitress both spoke up in agreement. The restaurant owner was surprised at the sudden influx of demand right there in front of him. He looked me in the eye and said, "I'll check into it. I promise."

I was inspired by his response, and it drove home the idea that we can all create demand by speaking up. How are these shop owners, restaurants, car dealers, developers, grocery stores...supposed to know that there IS a market out there if they don't ask? It is up to each of us to let them know there is demand for these products. If you don't speak up, then who will?

Don't ever forget that for a majority of the world (and especially for business owners), if a venture is not profitable it will have a limited lifespan. As much as they would like to make the environmental decision, business owners are responsible to their employees and/or shareholders. If there is no market, it makes the leap of faith more challenging and difficult to justify or defend.

Conduct an experiment and see where it gets you. Don't be afraid to step out of your comfort zone - Let people know you are interested in buying green products or services. You might just be surprised at the response, and power of creating demand. But be sure to reward responsive businesses by BUYING THE PRODUCTS!