In point of fact, Green Consumers may well be your best customers. A recent Gallup survey discovered that 94 percent of all consumers prefer to do business with companies that demonstrate that they care about the environment. Almost 80 percent said they would pay more for environmentally friendly products. In other words it would appear that going Green, and promoting this commitment, can be a profitable marketing strategy. From an environmental point of view, quick lubes have a PR problem.
Quick lubes are part of the oil industry, which has a negative perception in many people's minds.
The oil and gas industries are perceived by 70 percent of all consumers as environmentally careless. Only the chemical industry has a worse rating, by one percent. For this reason, it is imperative that we develop an environmental perspective and make a commitment in the direction of Green. The perception is wrong, but we need to find ways to let our local public know it. Environmental marketing is a market segment poised for growth, says Dave Newport, publisher of Environment 21, a small business marketing magazine.