NPR on PET: Broadcast Shows Consumer Interest in B2B

NPR ran a story this morning on PET bottles and recycling. The story is interesting for a few reasons:

1.) It seems to make some distinction between bottled watter in PET and other soft drink products.

2.) It shows the importance of a ‘green’ message in B2B.

3.) The story is almost entirely B2B focused in a B2C forum.

And #3 is kind of a big point. Sustainability or concern for the environment is having a much bigger impact on B2B communication beyond just formulating a ‘green’ message. By it’s very nature, environmental communication opens up the inner working of entire supply chains to the public. In this story NPR concentrates on the recycling industry and the details of its own supply chain. But the story could have easily focused on the supply side of PET or on other forms of packaging.

Looking at this purely from a marketing communications standpoint and setting altruism aside, concern for the environment has made B2B interesting to consumers. They want to know how things work, where things come from, and how they’re made.

Does this mean that every B2B company needs a consumer communication strategy? No. But it does mean that communicating a vision about a larger trend, like the environment, is necessary in order to become part of a larger dialog in your industry. It also an critical opportunity to leverage any advantages you have to help your customers meet these consumer trends more effectively. (Link)

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