“Water Neutral” is an up and coming term that many large corporations have begun to promote in their marketing campaigns. While it’s important to conserve water, some argue that that the term “water neutral” falls dangerously close to the spectrum of green washing.
According the Harvard Business Review, companies that claim to be “water neutral” are responsible for defining their water footprint and taking reasonable steps to decrease water usage. This is a valid definition that was created by a group of non-governmental organizations and large companies, such as Coca Cola; however, it can be confusing for consumers. An average consumer will likely expect “water neutral” to mean that the same amount of water used by these companies is being returned to its source, and this is not the case. The confusion surrounding the term has already led to a loss of credibility for some major corporations.
With the increase of green minded tenants existing today, it makes sense to integrate your property’s conservation endeavors into marketing material. To maintain credibility among these types of tenants, it’s also important to steer clear of potentially confusing buzzwords. Instead, work to increase transparency by educating potential and current residents on your organization’s conservation efforts through social media sites, group presentations, and in other marketing materials. Outline the specific steps your organization is taking, explain what residents can expect to happen at their property, and continue to update them on your results.
Strong customer service is a key factor affecting resident retention, so it’s essential that property staff and any third party energy management companies involved in your conservation efforts are extremely knowledgeable and able to answer any questions residents might have. Learn more about the WaterWatch Corporation philosophy on customer service.