The Best Way to Reach Eco-conscious Consumers
As the number of people who care about climate change grows, so does the market for sustainable products. Where once this was a niche category for high-income urbanites, now there are goods and services available at all price points, and major brands are coming into the market. With more and more “green” items on the shelves, how can companies make their products stand out?
In this interview with GreenBiz, marketing guru Alexander Haldemann offers his tips for reaching consumers. It turns out the best strategies for marketing eco-friendly products are also best practices for talking about climate change in general. It’s about really understanding your audience, caring about what they want, and knowing what motivates them. To make your message more effective, tailor it so it’s relevant to their needs, and use storytelling to help make the connection personal, memorable, and impactful.
Read on for more insights from Haldemann. To learn more about engaging people on climate solutions, download our report, Connecting on Climate: A Guide to Effective Climate Change Communication.
Barbara Grady, managing editor of GreenBiz.com
Retail shelves are bursting with products claiming to be “green,” and consumer interest in purchasing ecologically is fast growing. So how does a truly green brand stand out?
Alexander Haldemann, CEO of MetaDesign, a global branding firm that has advised giants such as Apple, Nike and Samsung, has thought about this question a lot. A marketing guru, he knows what it is about “green” that consumers respond to and translates that knowledge into his work.
GreenBiz had a chat with Haldemann a couple of weeks ago.
Barbara Grady: What is the consumer mindset these days concerning sustainability?
Alex Haldemann: We live in a time when consumers expect products to be green, environmentally friendly and sustainable. Thankfully, consumers are waking up to the impact we have on the earth. There are solid numbers to support this. Nielsen polled 30,000 consumers in 60 countries and found that 55 percent were willing to pay more for products and services provided by companies that are committed to making a positive impact on the environment.
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