GreenKnology

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As part of the Harmonik initiative, GreenKnology strives for a more harmonious way of existence by promoting eco-friendly practices. It provides the tools necessary for socially responsible organizations to get noticed. Professionals offer in-house services, including brand development, Web site hosting, public relations, graphic design, advertising and media planning – uniquely catering to the green sector.

Mission

GreenKnology’s mission is to serve as an informative resource and be an active participant in promoting a greener way of life. By educating and engaging others - whether they are concerned citizens, students, developers, elected officials, educators, organizations or businesses – GreenKnology encourages stewardship of the environment left to future generations and supports organizations which do so by creating effective communication materials and campaigns.

Harmonik

Harmonik describes the harmony of life at its most ecologically balanced state, incorporating smart decisions in how we live, where we live and how we get there. Under the umbrella of Harmonik, these aspects are reflected in three divisions: GreenKnology, InPlace and the Transportation Group. Learn more about Harmonik.

Culture

The environment has been a focus of GreenKnology’s founders for decades, and the organization encourages all of its employees to make the same considerations.

Recycling and carpooling aside, GreenKnology utilizes green Web hosting and actively contributes in-kind services to environmental organizations.

GreenKnology continues its education internally, updating employees with the latest green tips and news, and has promoted reusable grocery bag use by distributing free polypropylene GreenKnology totes to both employees and clients.

In order to make the most significant impact, GreenKnology takes pride in encouraging others to implement changes by informing clients and working whenever possible with individuals who share similar values.

Green Marketing Expertise

GreenKnology recognizes the exceptionality of marketing a green product or service. As author John Grant said, “Green marketing is about making breakthrough green stuff seem normal, not about making normal stuff seem green.” Green marketing and public relations are opportunities to do good business, be creative and make a change.

Success versus Failure

When marketing green, it is important to study what has worked and what has not worked. Recognizing why some environmental initiatives fail can prevent mistakes. Sometimes organizations focus on the wrong issues, misread customers’ reactions to products, misunderstand the market or ignore their stakeholders.

Greenwashing

GreenKnology also understands the importance of avoiding “Greenwashing,” which is when a company makes false claims of helping the environment to promote a good image. Act first. Talk later.

Trust

In the increasingly green marketplace, it becomes confusing who to trust. Who is authentic? Who is just masking themselves with green smoke and mirrors? Businesses have an opportunity to set an example through best practices. Jumping on the bandwagon can be positive, if you are actually practicing what you preach, but smart consumers can easily see through the façade if that really is the case. They are developing radar for these deceitful brands, so make sure you are walking the walk if you are talking green. Credibility is important, and businesses need to prove their efforts are genuine.

Being green is not enough

Green attributes cannot stand alone. GreenKnology understands the importance of marketing practical value and mainstream benefits. Marketers can’t expect all consumers to buy products simply because they are green. They must appeal to them in other ways, like performance, cost and health benefits – and have the research to back it up.