This article is brought to you by Excel Dryer.
EAST LONGMEADOW, Mass.—Corporate social responsibility (CSR) has become accepted as an important part of running a successful business these days. According to a 2020 article in Reworked, employees, customers and other stakeholders “expect more from brands than a simple transaction and increasingly consider environmental, social and governance factors, or ESG for short,” at companies they frequent.
But customers and employees alike want more than a nod to sustainability—they want proof that the company’s environmental claims are true. For example, Excel Dryer went above and beyond to have their hand dryers evaluated and assessed by a third party. “Environmental sustainability is not just a buzzword for us—it’s a way of doing business,” said William Gagnon, vice president of marketing and sales for Excel Dryer. “To that end, we had our environmental claims substantiated through the extensive third-party testing.”
When making sustainability claims, Gagnon recommended the following steps to build consumer confidence.
Use reputable third-party companies. For example, Excel Dryer tapped Quantis International to conduct a Life Cycle Assessment (LCA), which was peer-reviewed following ISO 14040 standards, to score the total environmental impact of its hand dryers.
“While the average customer might not recognize all the ins and outs of such testing, we now have the science to back up our claims, which demonstrates our commitment to sustainability,” Gagnon said.
Pledge transparency. Develop credibility by releasing research findings. “It’s so important to share the results with your customers because that’s how you build trust,” Gagnon said. For instance, Excel Dryer became the first-ever hand dryer manufacturer to publish independently verified health product declarations related to its brands.
Overall, the more studies and facts a company can marshal to support its environmental initiatives, the more customers will view the efforts in a positive light. “The more we educate customers about the science behind the sustainability case for hand dryers, the more confident our customers will feel about our products,” Gagnon said.
This is the final installment of a four-part series about hand dryers at convenience stores. Read part 1, part 2 and part 3. For more about what Excel Dryer can do for the convenience and fuel retailing industry, click here.