Nobody's Perfect: Selective Correctness

Much has been written and said about the increasing pressure to buy in “Socially Responsible” ways. Today’s consumer has been told—again and again—to buy products that are green, organic, renewable, recyclable, and sustainable… which are produced in accordance with the values of fair trade while consuming zero carbon fuels and producing almost zero greenhouse emissions.

In some ways, consumers are beginning to say, “Enough already!” A certain level of fatigue is beginning to set-in where “responsible consumption” is concerned.

I’ll give until it hurts. People don’t mind buying canvass totes to replace the plastic shopping bags they used to get for free. And they don’t mind buying one CF light bulb for the same price as they used to pay for a six pack of incandescent bulbs. But look around during your next morning commute: Count the number of big SUV’s which are being driven as if they are commuter cars! (And many with only one person inside… not exactly what you’d call a “car pool.”) Almost everyone has a few indulgences which they’re reluctant to give up.

Conspicuous compliance. People like to buy “green” products, drive hybrid cars, and faithfully roll the recycling bin down to the curb on trash day. These are activities one might consider to be “top of mind,” or “high profile.” It’s easy to get caught doing the right thing. But some of these same folks will toss a CF light bulb or set of dead alkaline batteries into the kitchen trash bin… even though both of these products represent hazardous waste. (They contain chemicals which have the capacity to contaminate ground water in and around landfills.)
Even when we try to buy at our environmental best, nobody is perfect… at least, not all the time. Consumers can find themselves having to “pick their battles.”

Implications: Offering a “socially responsible product” is often not enough. Should your company explore ways of selling the consumer on why this issue should be a priority, and how your product addresses that issue? In what ways can you help the consumer be rewarded for embracing your socially relevant campaign? (In other words, how can you help them get caught doing something right?) Are there ways you can make the desired behavior easier for the consumer? (After giving a presentation to a group of business owners recently, the head of a retail chain approached me to say he was going to install “battery bins” at the entrance of his stores, to encourage proper disposal of depleted batteries.)

Mike Anderson