Everyday Green Living Solutions Help Build Consumer Trust

Marketing green logo2 MediaPost discusses how to develop a consumer friendly green product/service. At the end of the day, consumers are looking for things which improve their quality of life and are convenient and affordable, much more than they are looking for "green." The point is to work with people within their values system as opposed to forcing your own values/benefits on them.

Posted Apr. 28, 2010
By Terri Bennett, Marketing:Green

Geena Mazor's recent Marketing:Green
blog, "Consumers
Do Want To Be Green, But They Are Also Lazy,"
is only partially
accurate in a glass half-full perspective.

To be sure, there is
irony and some truth in the fact that "most people want to … be green"
but are "lazy, opting to throw out (heck, even recycling) a plastic
bottle rather than washing a stainless steel water bottle."
Although Mazor's point was to know your market's sustainability
threshold to successfully navigate the launch of a new green product, it
got me thinking about the "lazy" segment of the population.

There is no doubt that people want to do their part to reduce their
eco-footprint. Today, people are smarter and greener shoppers, and
they'll generally buy green if they feel smart and informed when doing
it. Educating them on the green benefits of a product or practice, and
letting them know that many times the green choices are less-expensive
options, will help pave the way to make them much more receptive
prospective customers.

Consumers will only embrace
sustainable solutions that make sense for them based on their specific
needs, experiences, and preferences. The litmus test for determining an
acceptable eco-solution is that they are practical, inexpensive and

She may not rinse out her water bottle, but she
is careful to use the coffee grounds she collected over the past month
to fertilize her garden, and uses half a can of hubby's unfinished beer
to solve the slug problem. And don't even think about asking her to dump
the SUV for a more eco-friendly solution. Where will she put her three
kids and your two darlings when its time to hit the movies?

she is sure to maximize its mileage by keeping it well maintained and
the tires properly inflated, driving it until the wheels fall off. This
is also the most inexpensive solution, when you factor in the total cost
of disposing and replacing vehicles. Any residual SUV guilt that she
may have has been dulled by the knowledge that she is doing several
small things that add up to something truly significant.

small steps are what we call "everyday green living solutions," and they
are the building blocks for introducing and incorporating specific
sustainable practices into everyday routines. Certainly, there is "more"
everyone can do. But not following through on every conceivable green
solution doesn't make her lazy — as she now has choices regarding what
solutions best fit her lifestyle. The more she knows, the more she'll
incorporate into her daily routine.

People will buy from
those marketers whom they trust. At the same time, due to the amount of
green-washing and misinformation that is available in media, consumers
feel that brands and retailers can't be trusted to make truthful green
marketing claims and provide information that is credible,
straightforward, and useful. More and more, green-washing camouflaged
as sustainability initiatives from stellar brands ring hollow.

Product marketers need to be sure that in order to resonate with
consumers, especially the household manager who controls 85% of
household spending, they need to respect the customer's intelligence and
skepticism when they promote their eco-friendly initiatives. Keep it
simple, practical and inexpensive.

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