Putting a unique face on your business is increasingly important in today’s social media-saturated marketplace. Potential customers are overloaded with information, making it difficult to distinguish between similar products and services—but products and services that feature environmental friendliness stand out amid the conversation clutter.
Gibbs & Soell, a sustainable consulting firm, recently found that 75 percent of U.S. consumers would be more likely to buy a good or service if they knew it offered a positive environmental benefit. Additionally, research group Nielsen reported that 55 percent of online consumers in 60 countries are willing to pay more for green products and services than for those that are not earth-friendly.
Going green with your massage therapy practice isn’t just about recycling or using organic materials; it encompasses all the resources that support your business and lifestyle—including the energy that powers them.
Investing in clean energy communicates a strong commitment to environmental stewardship, and it doesn’t have to compromise your bottom line. If on-site solar or wind energy systems aren’t an option, you might consider enlisting the services of an independent renewable energy provider. One way in which companies provide clean energy to utility customers is through the sale of renewable energy certificates, or RECs, which allow customers to purchase the environmental attributes of solar or wind energy in an amount equal to their monthly electricity use. With no equipment purchases or changes to existing electricity services, this is a simple, affordable way for you and your business to support the environment.
“The occupational and consumer bases of massage therapy thrive on fervent reinvention of possibility, appropriate use of natural resources, and taking personal responsibility in community accountability,” said massage therapist Sheri Dubois, L.M.T. Her practice, Total Health with Sheri (www.totalhealth.massagetherapy.com), located in La Junta, Colorado, sources clean, renewable energy. Understanding sustainability to be important to many of her customers, DuBois markets her commitment to clean energy through her website, via signage in her business window, in her client newsletter and on social media.
For Plymouth, New Hampshire, massage therapist Janet Dearborn (www.janetdearborn.com), the decision to switch to clean energy was a response to a large hydro project in her community’s backyard. The community ended up losing a lot of land to the project through eminent domain. From then on, finding a way to purchase clean energy for her home-based business became important to Dearborn. Located near a progressive university, she also knew that environmental consciousness was important to her clients.
“[This was] an opportunity to make a change that makes a difference,” said Dearborn. “I’ve put [a] sticker on my front door to let my customers know about this decision to help the planet.”
With the help of independent renewable energy companies, your business can easily access clean energy without any up-front investments. Besides being a natural extension of your profession’s focus on wellness, greening your massage therapy business is also a proven method of standing out among your competition.
About the Author
Spirit Joseph is the executive vice president of Pear Energy (www.pear-energy.com), which provides access to renewable energy for businesses and individuals across the U.S. without long-term contracts or interruption to utility service. Based in Amherst, Massachusetts, Pear Energy purchases renewable energy certificates from community wind and solar projects that match the amount of electricity their customers consume.
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