The proof is everywhere: green has gone mainstream. Walk down any grocery aisle - from toxic-free bathroom cleaners to cold-water clothing detergent to organic baby food; environmentally sound choices are more than just a passing trend. And we’re willing to pay more for these products, which makes manufacturers even more likely to appear as green-friendly as possible.
But marketing these items requires a little homework as to what makes the green buyer tick. The majority of shoppers will not buy a product or service simply based on saving the planet alone. Ultimately, a consumer is most concerned with the green in his or her wallet first. How will the consumer benefit financially from the use of a green product? In other words, “What’s in it for me?” An energy-saving light bulb or water heater, for instance, delivers savings over the long haul in addition to its environmental benefits.
An increasingly health-conscious society will also “go green” for health and safety reasons - again, even if the price tag is slightly higher. A successful green campaign will keep the buyer’s health concerns in mind. An effective oven cleaner that reduces the inhalant toxicity of the average oven cleaner certainly holds an appeal to many a homemaker. To underline this point, a study by S.C. Johnson revealed that consumers are more likely to purchase a product whose benefits state that its “safe to use around children” and “no toxic ingredients” over statements such as “recyclable benefits.” Again…what’s in it for me?
And let us not forget the importance of convenience. While a product may save the rain forest, if it’s not easily assimilated into the buyer’s world, the campaign could fall flat. The quintessential example of a green product gone south is the electric car, whose constant recharging requirements did not consider the customer’s need for convenience. A green product or service must blend simply into the busy buyer’s life, with little to no alterations.
A savvy green marketing campaign must keep all of these points in mind (savings, health concerns, convenience – an overall “what in it for me?” mentality) in order to compete and succeed in this flourishing market.
Purchasing trends for eco-friendly products and services are on a steady, marked increase. As is the term “green marketing.” Technorati Charts claim the average number of daily references to “green marketing” in the blogosphere doubled from about 150 per day in 2006 to more than 300 per day during the second half of 2007.
Simply put, green marketing is here to stay. Companies need to address and establish their place in the green community to appear relevant and competitive.
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