2009-04-30
5 Tips to Go Green

The "Green"ť market is large and growing, the Lifestyle of Health and Sustainability marketplace is now a $209 billion market. This market appeals to consumers who have a sense of environmental and social responsibility and incorporate those values into their purchase decisions. The Green Market has been pulled fringes into the mainstream by several factors: 1) mainstream press has picked up on stories commenting on the economics of "going green", 2) major corporations have spent money on huge ad campaigns promoting their "going green", 3) the increasing focus on global warming. Here are 5 tips to go green.

1. Send out the right marketing message to the right people
Keep in mind that "green" is a politically charged word when you write copy for the next ad. Your marketing messages should connect environmental product attributes (features) with desired consumer value (benefits) instead of solely stressing environmental friendliness. For example, "pesticide-free produce is healthier," "energy-efficiency saves money" or rechargeable batteries offer longer performance." Create engaging and educational Web sites about environmental products' desired value – make sure it educates on how they save time, money or help the environment. Provide coupons and incentives (buy this product, we donate $5 to the rainforest) for your green products. Consumers over 55 years old are the most prolific users of green products in the U.S. (2008 ICOM Survey). The 55-59 year-old female was over twice as likely as the average consumer to use green products and males 65-69 years old were more than 1.7 times as likely. Since consumers who already buy Natural products are more likely to buy green products, try to target that demographic as well.

2. Your product claims need to be credible
The green consumer is willing to self-educate and they will be able to discern whether or not your product is truly green. Environmental product and consumer claims have to be specific, meaningful, qualified AND perform as well as or better than non-green alternatives. Underscore credibility with product endorsements or eco-certifications from trustworthy third parties, and educate consumers about the meaning behind those endorsements and eco-certifications. 17% of those surveyed reason selected for avoiding green goods was - I do not believe that they are that much better for the environment.ť This is your opportunity to use social networking to distribute coupons and educate consumers about your products and why they are environmentally friendly.

3. They won't spend more GREEN to get GREEN
In a recent survey 61.9% of respondents said that they do use some type of environmentally friendly product. However, 50% of the non-adopters cited high prices as the main factor. Green appeals aren't likely to attract mainstream consumers unless they also offer a desirable benefit such as cost-savings or improved product performance. Nearly 60 % of U.S. consumers admit that “while they care for the environment, they purchase items based on price” and less than 1/3 of all consumers are willing to pay 20% more for environmentally-friendly products (2008 Natural Marketing Institute Study). However, most natural-product consumers indicated they would pay more for environmentally friendly products, 70% willing to pay up to 20% more.

4. Even with the downturn, greener packaging will be more important than ever
The “greening” of the retail industry is expected to stay strong in 2009, both because retailers want to stay ahead of regulatory developments and because sustainability is a growing priority for shoppers. Retailers are discovering that there are economic benefits from going green such as energy tax credits and some cities are offering retailers a fast-track on building permits and licenses, and waiving certain fees, if they follow the city's green guidelines. For example by 2012, Wal-Mart will require suppliers to source 95% of their production from factories that receive the highest ratings in audits of environmental and social practices. In addition, JCPenney announced goals of obtaining ENERGY STAR certification for at least 200 stores.

5. Get more "green" customers with sampling
It is easier to convince a consumer to buy a green product when they can try it first and maybe even compare it to their current non-green item. Consider attending consumer events that target saving the environment and hand out samples with coupons. Check ou the Green Festival Tour (http://www.greenfestivals.org/select-a-green-festival/) Make sure the people you hire to represent your product truly understand and are trained on “being green.” Did you know that the CosPro agency can coordinate promotional events and man trade show booths for your target market? Call the CosPro agency for details on how to market your green product.