…..and why I think it’s a bust (at least right now).

It’s probably the hottest topic in the energy/oil & gas markets today….aside from maybe product shortages at the present moment. Every post, article, initiative, and new project coming out of major oil companies that I’ve seen in 2021, has been focused on the effort to becoming “Carbon Neutral” and on their desire to help their customers reach the same goal. Even most of the job postings have been centered around sustainability roles and positions related to carbon friendly product sales growth. As someone engrained deep into the B2B commercial industry, and that deals with mainly small to medium sized companies everyday, I wonder and worry that these initiatives are missing the mark with end users.

There are 28 million SME’s (small medium enterprises) in the US today (according to ustr.gov) that account for nearly two-thirds of new private sector jobs. Thats almost 99% of all business in the country. From personal experience of dealing with these companies day in and day out, the goal, and topic altogether,…….is not on anyone’s radar.

If I could take an educated guess, it won’t be on their radar for at least another 10 years; maybe 5 if I’m being optimistic. I understand the pressure put on large corporations and enterprises to be more “green” with tax incentives or at the fear of fines and loss of contracts etc, but for SME’s this is way far down the list of concerns.

Today’s average SME has much bigger and more urgent fish to fry. For example, the extreme labor shortage caused by COV ID and the impending “gray wave” as a large generation of skilled talent gets ready to retire. If companies are lucky enough to have staff, then focus shifts to product shortages and the extreme inflation we are currently experiencing. How can they consider bidding on jobs without staff or the products necessary to complete the jobs?? After that, the worry becomes mandates, ever changing health protocols, and the concern for the health and safety of their workers. Going green is hardly a thought at this point.

So why do I bring this up? As someone who represents large energy brands, and piggybacks off of the branding, I worry we are going to miss the mark. I worry that any traction we may have will be lost on the average SME with “carbon neural” and “green” marketing. Big energy relies on people like myself to go out into the field, all the way “downstream” and sell their products to the 28 million+ SME’s. Its our job to get the pulse of the market and align our business initiatives with what the consumer wants and needs, which at the present moment, is: help retaining talent, help with keeping machines running as long and efficiently as possible while products and parts are hard to find, and help keeping costs down while inflation runs rampant. 

I truly believe its times like now, that brands need to get strategic and creative with their marketing. Customers will remember who helped them stay profitable and problem solve in the tough times, not who encouraged them to “go green”. While I don’t mean to seem crass or uninterested in the topic of sustainability, I do hope we can get back to a place and time where companies can direct their attention to the initiative, but right now is not that time.

Change my mind! I am always looking for new ideas around topics. I’d love to hear your thoughts on the matter in the comments.