Dynamic Export

The UK is in recession and businesses need to reduce costs. One of the fastest ways to reduce your costs is to save on energy, water and waste. Saving on water, energy and waste also has the added benefit of providing additional ethical appeal to customers. The environmental agenda in the UK has been given a strong push by the recession, led this time by business, not the consumer.

For Australian exporters, the continued and growing focus on water, carbon and waste in investment, supply and consumer decisions means we have to promote our capabilities as a water smart nation. UNESCO estimates that the average person from a developed country uses 500-800 litres of water per day, compared to 60-150 litres per day in a developing country; Queensland newspaper The Courier-Mail reported that South East Queenslanders consumed around 118 litres per day. Clearly Australia has a lot of experience, technology and know-how to offer the world.

Obvious areas of export and investment potential include irrigation, urban rainwater harvesting, grey water management and water reuse (including industrial applications), waste water treatment, total water cycle management, water sensitive urban design, environmental biotechnology, and the provision of water services for desert communities, to name a few.

Water marketing

Australia’s position as a nation with strong water management practices could be a key selling point for other Australian businesses looking to sell into the UK and beyond. Australia companies, regardless of product or service, should think about some of the following points when marketing:

• Are you aware of your company’s water (carbon or waste) footprint?
• Are there economically viable ways you can reduce your footprint without sacrificing quality?
• Are you working with your own supply chain to understand, record and market their water and other green credentials?
• Can you measure the before and after impact of any changes you make?

Once you have these questions under control, then build your achievements into your marketing story.

Also consider applying for relevant environmental awards that have credibility with your target audience, such as The International Green Apple Environment Award, or consider introducing environmental angles to your traditional in-market promotions. Consider how you might feature a water conservation program or message in your normal program; for example ‘2 cents of every purchase goes to local or international water conservation programs’.

Lastly remember, all your claims need to be credible, measurable and defensible as any perception of greenwashing through unsubstantiated claims could endanger your entire business with the buyer.

—Kylie Hargreaves is Austrade’s senior trade commissioner for the UK, Ireland & Israel and has extensive experience in complex consumer markets such as the USA.

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