December 12, 2006

TerraPass VP of Marketing: Link Offset Program to Customer Behavior

Although it hasn’t been measured directly yet, Adam Stein, VP of Marketing for TerraPass, says that based on focus groups that TerraPass has done and emails he has received, he believes that Expedia has increased customer loyalty by offering flight terrapasses to its customers.

As Stein points out in the interview with Marketing Green’s David Wigder, carbon offsetting projects are not always received well by customers. Take, for example, the blog backlash Whole Foods has faced with its wind credits.

So why did Terrapass and Expedia’s program fly while Whole Foods and its partner Renewable Choice have  met with some angry environmentalists?

According to Stein, TerraPass and Expedia linked “the offset directly to consumer behavior -? which is something that people seem to be more comfortable doing -? rather than buying them as a stand alone item.”

When consumers know what they’re getting, according to Stein, “there is demonstrated demand.”

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