Are you noticing the increasing emphasis on going local? It seems to be everywhere with increasing emphasis as big business tries to compete for green dollars by claiming to be “local.”
During this time with our stressed out economy, marketers are looking for any edge possible with consumers. As we’ve noted here at the Green Business Alliance in the past, surveys have shown that American consumers will pay more for “green,” recycled, or other products with a lower carbon footprint. The effects of that poll have now settled into the advertising industry in a big way.
But what does it mean when the big, national chain companies say they are offering “local?” Well, it could mean… almost anything. The sad fact is that the government doesn’t regulate use of the word “local” and there is no legal standard for it. There is no definition, no set number of miles that dictates when manufacturer, producers, retailers or other businesses can or cannot use the word “local.”
The marketing tactic first hit in the food industry, where “locavores,” as they call themselves, claimed to prefer local food for its freshness and its smaller carbon footprint.
But now the movement is spreading.
“You know the locavore phenomenon is having an impact when the corporations begin co-opting it,” Ms. Prentice said. “Everyone should know where things are processed. The ‘where’ question is really important.”
I’m not saying that the national big box home improvement store that is selling “local lumber” or “area produced seedlings” isn’t doing just that. They might be. But isn’t it interesting that corporate America is now interested in changing the green market of those who prefer to buy and consume local products?
It’s great to offer local produce and products. It’s wonderful to Greenify both in your own life as well as the products that your business is using and offering. But can I make a suggestion? Since the government hasn’t qualified what “local” means, perhaps you should. It may be turn into your own business success story.