If you want to attract a loyal green consumer, use concrete data to support your claims, according to a MarketingProfs article. If you want to attract mainstream consumers, use brand and emotion, which appeals to those who have Whole Foods Hummer Syndrome - consumers who want to be associated with the brand of being green and healthy, but not at the expense of any real sacrifice.
Greenwashers manufacture and market popularity. If it’s manufactured fast enough, it doesn’t allow green consumers the time to check and raise concerns about the authenticity of corporate claims. The article points to GE’s clean coal TV commercials as an example of appealing to emotion rather than delivering facts.
The problem, writes MarketingProfs, is that the speedy mass production of green branding could deplete the niche’s ability to resonate with a larger marketplace and carve an enduring place in conventional consumers’ purchase patterns, making the green movement a fad that will revert back to the fringe.
Retailers, Developers and Eco-Business Leaders...learn about green retail trends, consumer buying habits and sustainable business practices. Register NOW to Attend!
The 2008 Green Leaders Survey collects sustainability program insights from business and civic leaders. Learn from peers what works and what doesn't. Take survey>>
Recycling rates in the U.S. are low and getting lower. The U.S., by far the world's biggest consumer of aluminum ... continue »
Nearly three-quarters (73 percent) of financial institution executives say they plan to build new or undergo a major remodel of an existing ...
click to view full size chart »
This promotional video features restaurateurs discussing sustainable solutions and Conserve, the environmental initiative of the National Restaurant Association....
Join the Discussion