Green Janitorial Pretenders
I guess it is a little laughable to see the flurry of activity that is inevitable in the growing Green economy. There are a number of companies who finally realize that this is going to impact their business and so they make the shift to Green more out of necessity than commitment to the cause. Of course, after they have shifted to a few Green elements, they want the credit for being a responsible Green citizen of the world. I get it….
Greenwashing is the overt or subtle pretense that a company or service is Green though it has made only a token effort to earn that reputation. The eagerness to promote and create business can view the Green market as just another opportunity. Therefore, we will find those who make a token effort to be Green that does not actually represent their real intentions.
As the Green economy grows, those in the janitorial business will also want to appeal to the Green business opportunities coming their way. We will find that the first stage is a simplication effort that provides enough justification for their claims to a Green service. This is done by purchasing a line of Green products that now adorn their janitorial carts. Oddly, this seems all that is required to be a Green janitorial service although their workers may be clueless about Green practices.
What will happen next is the “Green Equalization” when every company has some Green products and promotes their company as Green on their website. When everyone has a few Green products, how can we tell the sincere companies from the pretenders?
Training and certification brings an independent third party into play that will certify that a firm has met a basic standard of conformity to good practices. Green Clean Institute does not sell products nor operate a janitorial service on the side. It is an educational and independent certifier of reputable Green services.
You can only imagine the impression of a potential customer evaluating bids and quotes noting that all claim to be Green, but only one is Green Clean Institute Certified. There is a lot of pressure these days to decide to go with a validated Green service even the they may not be the lowest bidder. In a recent survey, it was found that 84% of companies would choose a Green Clean certified firm over the competition. Yes, it is a marketing opportunity, but it is also a challenge of integrity to be truly Green.
It is critical to understand that the janitorial service is in transition from pushing brooms and dumping trash to something bigger. The world is asking for Green service as well as Green products, and most janitorial companies offer only half the solution at best. There are over 1 million janitorial workers in our country, and they are not prepared to step up and provide the services required. It is imperative that every janitorial service train and certify their workers in Green practices as well as provide Green products. In the very near future, Green verification will make a huge difference in your success.
