Differentiation Via Green 2 Re-Connect w/ Consumers
Green marketing began in the 1980’s, with the implementation of Corporate
Social Responsibility (CSR) Reports, which provided an overview of companies’
environmental, social, and financial impactsi. Green marketing is a relatively burgeoning
field within the industry. It’s intriguing in the fact that its implementation is currently
being tested by new and innovative marketing means & metrics. The very definition of
what it means to be “green” is heavily debated. But one point that remains clear; There is
a market for green products, a market that will yield considerable profit, but the crux of
green marketing is understanding how to exploit demand in the green market. ii.
Arylessence TrendWatch, a report that shows factors that influence and drive
consumers purchasing decisions, refers to a new “deep trend” occurring called the “Eco
Evolution”; a profound change in how global corporations, small entrepreneurs and
consumers alike now think about the world, sharing a commitment to sustainability,
protecting the planet, reducing waste and using resources responsibly.iii
The fundamental ideal behind the eco movement is: consume less. This presents a
paradox to typical ‘more is better’ consumer behavior of previous generations. According
to Trendwatching.com, ruthless capitalism is no longer in fashion.ivIn its place has
emerged a shift in consumer morals, and hence changes in the way consumers behave.
87% of Americans say that global warming is not the point—it’s all about trash and
waste reductionv And in it’s essence, this is truly what the Eco-Movement is; an effort to
reduce our impact on the earth by adopting more sustainable manufacturing and
consumption processes.
The Eco-Movement is a paramount shift in consumer behavior, marking a
changing point not only in how products are sourced and produced, but also in how
marketers will sell these products to the enlightened consumer.
Current Industry Trends According to The Lazy Environmentalist on a Budgetvi:
Fashion- is about more than your look; it’s about how your look came to be
Consumer’s Perspective:
“Consumers seem to feel good about being green, but suspect that they must sacrifice
something in quality, styling, or performance”vii
The green movement is an expanding movement with 12% of the population
actively considering or purchasing green merchandise.viii The problem confronting the
green consumer is the misconception of what it actually means to be green. While 40% of
consumers say they are willing to purchase green products, only 4% of consumers
actually do when given the choice.ix In a recent Green Cap Survey, conducted by Cone
LLC, only 22% of consumers understand that “going green” means having a less harmful
impact on the earth, rather than the common misconception of affecting the earth
positively. Rather than more-positive construction, the green movement, at its simplest,
emphasizes less-negative destruction.
The problem with the existing connotation is it implies more of a benefit to
society; and, given ‘rational’ consumer thought, more benefit typically implies a greater
cost. 58% of global consumers think that environmentally friendly products are too
expensive, while 33% of global consumers think that environmentally friendly products
don't work as well.x Consumers blame retailers for the lack of education, with only 6% of
consumers rating retailers as excellent or very good at educating the consumer on green. xi
For retailers, failing to educate the consumer may be the reason for missing out on the
47%xiiof consumers that sat they will occasionally consider or purchase green-orientated
merchandise, effectively broadening the demographic to 60% of the population.
Marketer’s Perspective:
Arylessence Marketing Director, Lori Miller Burns, states, ““People are
demanding the best quality, multiple benefits, maximum performance, and less waste
from products that cost less…for these products, consumers are willing to pay premium
prices.”xiii This seems to hold a solution to the paradox of the eco-movement: consumers
are willing to pay a premium for consuming less.
An incredible 84% of Americans said environmental consideration is important in
their consumer preferences. Furthermore, 2 in 3 Americans are ready to make changes
that will allow them to live a more ‘eco-conscious’ lifexiv
‘The number one challenge for governments, consumers and businesses in 2011
remains the quest for more environmentally sustainable societies and economies”xvThe
paragon of sustainability is efficiency; and in order to achieve maximum efficiency;
economies of scale are required.
From a marketing perspective, the trend know as ‘Urbany’ (via economy watch),
may provide a successful platform to market eco products and services. Currently, more
than half the world’s population lives in cities; by 2050 that number is expected to climb
to 70%xvi. Given the enormous economies of scale that cities provide, this demographic
shift will naturally provide opportunities for government, businesses and individual
consumers to live and/or provide sustainable lifestyles and services.
In addition to the increase in availability of eco products, the quality of eco
products has risen substantially over the years. In its early stages, being ‘eco’ was a very
niche market, composed mainly of naturalists. As eco ideas and concepts have become a
part of mainstream culture, the production process is also revolutionized. In
“Greentailing”, the author’s research shows that green products have a stigma of lower
quality associated with them. We attribute that to the grass-roots effect, and have come to
favor the new concept of ‘Eco Superior’: products that are not only eco-friendly, but
superior to polluting incumbents in every possible way; think a combination of eco-
friendly yet superior functionality, superior design, and/or superior savings.xvii
With the emergence of this enlightened consumer industry comes the emergence
of the enlightened consumer as well as marketer, aka the ‘Eco Mom”. “Women and
especially moms are very wary of the impact of the products and services in their lives,
and how these impact the health of their familyxviii. And as the heads of the house, not
only are Eco Mom’s wary of the impact of products and services on their families, but
their support of the products of tomorrow will be essential to the bottom line of any
corporation. 35% of EcoMoms are sending their children to school with waste-free
lunches and snacksxix “Brands with or who want to build equity with moms around
nurturing and responsibility themes have a powerful platform here,” recommends Linda
Gilbert, CEO of EcoFocus. “It’s a new archetype that will define next generation
products and communications.”
Implications for Marketing Strategy:
About a third of the population report that they are changing their purchasing
behavior to shop retailers who are implementing greener practicesxx
"While the current good intentions of corporations and consumers are helpful,
serious eco-results will depend on making products and processes more
sustainable without consumers even noticing it, and, if necessary, not leaving
much room for consumers and companies to opt for less sustainable alternatives
to begin with.xxi
Given that 2 in 4 Americans agree that a cleaner planet starts at homexxii, the eco
trend seems to be taking roots around the individual consumer rather than mass-market
consumption. Timothy Kenyon of GfK Roper Consulting states “the demands of
environmentally-friendly products and corporate social responsibility have not only gone
mainstream, but have taken root in people’s values systems.” xxiiiThe niche characteristic
that defines eco advertising and is the most important characteristic in determining how
to advertise is the fact that the advantages of eco sell themselves, morally and
arguably by necessity even. Eco is about simplicity. Consumers of the eco culture are
looking for technology and innovation that makes life simpler or increases the overall
quality of life. In terms of marketing, a similar strategy should be employed; “Businesses
should make life easy for consumers. The easier it is for consumers to buy sustainable
products, the more successful the company will be.”xxiv
So how do businesses – no matter what size – reach out to mainstream consumers
according to Green Economy Post? xxv
1. Speak to “My world, My life:” relate to an issue that consumers can easily
relate to, such as their health or their children’s safety.
2. Beware of missionary marketing: consumers are not looking to save the planet
and missionary marketing messages will fall short in driving brand awareness
and sales.
3. Keep it positively interesting: green products should be cool, or at least make
people feel good when buying, consuming or using them. Images of polar bears
sinking won’t get traction in the new green economy.
4. Help sort it out: consumers want to adopt environmentally sustainable
behaviors, but most don’t know how. Clarify in your marketing materials exactly
how your product helps the environment and the community
5. Keep it clean: customers want to deal with clean products and will buy those
with no toxic chemicals.
6. Make a visible difference: people want to be perceived as green too. The more
environmentally responsible you are, and the more impact you have in the green
industry, the more customers will buy your product (or service).
7. Bring it closer to home: at the end of the day, consumers are more concerned
with issues that directly impact their lives, such as their child’s health or the
quality of the air in their office. Relate to something they personally relate to, and
your brand awareness will go up
The eco movement is based in reality, and as such, marketing needs to be
realistically honest. Marketers have included facts in their commercials that surprise
consumers about the way current trends affect the environment. Scott’s new Roll-less
Toilet Paper has removed the cardboard roll from the inside of the tube. “The innovation
could eliminate millions of pounds of cardboard material, much of which is not recycled
by customers. Alyson Gomez, a spokeswoman for Kimberly-Clark, said toilet paper tubes
account for 160 million pounds of waste in the U.S. every year. ‘End to end it can take
you to the moon and back twice.’” xxvi
Overall, we tend to see a polarization of the consumer in the eco trend. On one
side there is the environmentally uneducated & low environmental importance consumers
while on the other end there is the environmentally conscious and environmentally active
consumers. The educated consumer invests in green products because it’s logical via
analysis. These consumers however are currently purchasing within the green industry. It
is the environmentally uneducated and low environmental importance consumer, which
comprises the majority of the population, that eco marketers will have the challenge of
convincing to go green. Trendwatcher.com reports that in order to target this
demographic, we can expect to see: a number of leading brands in 2011 switch from
purely marketing their products' sustainability and eco-friendliness and taking aim right
at the heart of traditional alternatives: stressing the superior quality and design,
increased durability and/or lower running costs of products in ways that will appeal to
even the most eco-skeptic, self-centered or financially-challenged consumer.xxvii
i
McClendon, By Emily. "Clearing the Air About Green Marketing." SuperGreenMe - Green Social Network, Eco Living Tips, Video, Reviews, News. 4
June 2010. Web. 02 Dec. 2010. .
ii
McClendon, By Emily. "Clearing the Air About Green Marketing." SuperGreenMe - Green Social Network, Eco Living Tips, Video, Reviews, News. 4
June 2010. Web. 02 Dec. 2010. .
iii
"“Eco Evolution” Still Key Consumer Trend « Good and Green Essentials." Good and Green Essentials. 17 Oct. 2010. Web. 02 Dec. 2010.
.
iv
"“Eco Evolution” Still Key Consumer Trend « Good and Green Essentials." Good and Green Essentials. 17 Oct. 2010. Web. 02 Dec. 2010.
.
v
Riberio, Sofia. "Sustainable Brands And Consumer Attitudes." The Green Economy Post: Green Careers, Green Business, Sustainability. 18 June 2010.
Web. 02 Dec. 2010. .
vi
Dorfman, Josh. The Lazy Environmentalist on a Budget: save Money, save Time, save the Planet. New York: Stewart,Tabori & Chang, 2009. Print.
vii
Stern, Neil Z., and Willard N. Ander. Greentailing and Other Revolutions in Retail: Hot Ideas That Are Grabbing Customer's Attention and Raising
Profits. Hoboken, NJ: Wiley, 2008. Print. P.61
viii
Stern, Neil Z., and Willard N. Ander. Greentailing and Other Revolutions in Retail: Hot Ideas That Are Grabbing Customer's Attention and Raising
Profits. Hoboken, NJ: Wiley, 2008. Print. P.58
ix
Web. 02 Dec. 2010. .
x
"GfK Roper Green Gauge Report: U.S. One of the More Environmentally Cynical Nations « Good and Green Essentials." Good and Green Essentials.
Web. 02 Dec. 2010. .
xi
Stern, Neil Z., and Willard N. Ander. Greentailing and Other Revolutions in Retail: Hot Ideas That Are Grabbing Customer's Attention and Raising
Profits. Hoboken, NJ: Wiley, 2008. Print. P.59
xii
Stern, Neil Z., and Willard N. Ander. Greentailing and Other Revolutions in Retail: Hot Ideas That Are Grabbing Customer's Attention and Raising
Profits. Hoboken, NJ: Wiley, 2008. Print. P.58
xiii
"“Eco Evolution” Still Key Consumer Trend « Good and Green Essentials." Good and Green Essentials. 17 Oct. 2010. Web. 02 Dec. 2010.
.
xiv
Riberio, Sofia. "Sustainable Brands And Consumer Attitudes." The Green Economy Post: Green Careers, Green Business, Sustainability. 18 June
2010. Web. 02 Dec. 2010. .
xv
"Trendwatching.com's December 2010 Trend Briefing Covering 11 CRUCIAL CONSUMER TRENDS FOR 2011." Trendwatching.com: Consumer
Trends and Insights from around the World. Web. 02 Dec. 2010. .
xvi
Timimi, Keith. "Future Trends: Top 10 Consumer Trends for 2010 | Economy Watch." World, US, China, India Economy, Investment, Finance, Credit
Cards | Economy Watch. 3 Dec. 2009. Web. 02 Dec. 2010. .
xvii
"Trendwatching.com's December 2010 Trend Briefing Covering 11 CRUCIAL CONSUMER TRENDS FOR 2011." Trendwatching.com: Consumer
Trends and Insights from around the World. Web. 02 Dec. 2010. .
xviii
Riberio, Sofia. "Sustainable Brands And Consumer Attitudes." The Green Economy Post: Green Careers, Green Business, Sustainability. 18 June
2010. Web. 02 Dec. 2010. .
xix
Riberio, Sofia. "Sustainable Brands And Consumer Attitudes." The Green Economy Post: Green Careers, Green Business, Sustainability. 18 June
2010. Web. 02 Dec. 2010. .
xx
Stern, Neil Z., and Willard N. Ander. Greentailing and Other Revolutions in Retail: Hot Ideas That Are Grabbing Customer's Attention and Raising
Profits. Hoboken, NJ: Wiley, 2008. Print. P. 61
xxi
"Trendwatching.com's December 2010 Trend Briefing Covering 11 CRUCIAL CONSUMER TRENDS FOR 2011." Trendwatching.com: Consumer
Trends and Insights from around the World. Web. 02 Dec. 2010. .
xxii
Riberio, Sofia. "Sustainable Brands And Consumer Attitudes." The Green Economy Post: Green Careers, Green Business, Sustainability. 18 June
2010. Web. 02 Dec. 2010. .
xxiii
"“Eco Evolution” Still Key Consumer Trend « Good and Green Essentials." Good and Green Essentials. 17 Oct. 2010. Web. 02 Dec. 2010.
.
xxiv
Riberio, Sofia. "Sustainable Brands And Consumer Attitudes." The Green Economy Post: Green Careers, Green Business, Sustainability. 18 June
2010. Web. 02 Dec. 2010. .
xxv
Riberio, Sofia. "Sustainable Brands And Consumer Attitudes." The Green Economy Post: Green Careers, Green Business, Sustainability. 18 June
2010. Web. 02 Dec. 2010. .
xxvi
Bell, Mellissa. "BlogPost - The Roll-less Toilet Paper Roll. Best Invention Ever?" Blog Directory (washingtonpost.com). 29 Oct. 2010. Web. 02 Dec.
2010. .
xxvii
"Trendwatching.com's December 2010 Trend Briefing Covering 11 CRUCIAL CONSUMER TRENDS FOR 2011." Trendwatching.com: Consumer
Trends and Insights from around the World. Web. 02 Dec. 2010. .
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