tired of the green brigade?
Joanna Outhwaite, Senior Consultant Marketing Angels
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Friday, 18 April 2008
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Well like it or hate it, green brigade isn't going anywhere. Fortunately !
A 2007 report by Mobium Group, 'Living LOHAS' (Lifestyles of Health & Sustainability) , found Australian consumers currently spend $12b on goods and services in the 'green' market segment. And if current trends continue, the market is projected to reach $21b by 2010.
Niche market? I think not.
So how do you attract your share of this market?
1. Walk the talk
Savvy consumers are becoming increasingly aware of businesses not walking the talk. Greenwashing = the practice where a company tries to make it seem like it's greener than it actually is. These practices will eventually, and ultimately, backfire on the participating business.
Be genuine, be comprehensive and be passionate.
Any and all steps that a business takes will result in a win for the triple bottomline - people, planet and profits.
2. Go green quietly
You'd think that a green company should focus on the green consumer, right? Not necessarily.
Marketing to the green consumer can prove difficult, and sometimes even dangerous. Why?
By appealing to the green consumer, businesses run the risk of alienating mainstream consumers.
As consumers ourselves, we look to satisfy our personal needs before considering those of the planet and often, green products don't meet our basic needs. Small, niche green brands that appeal to the environmentalist can't reach the mainstream.
The result is that most companies are stuck somewhere in the middle - a very dangerous place.
So instead of asking 'how do we market to the green consumer', instead ask 'how can we focus on green behaviour that everyone can aspire to'.
HBS professor Ted Levitt's old marketing axiom that people who buy drills don't need drills; they need holes. Consumers - whether green or not - don't just want green products; they want solutions to everyday problems that are also kind to our environment.
Touted as our 'Green Angel' Joanna Outhwaite jumps on her soapbox at any given opportunity, as she's passionate to incorporate a more ethical, sustainable and responsible ethos into business.
Contact JoannaOuthwaite@marketingangels.com.au; 0439 730 736