A few years ago, any product with an environmentally-friendly slogan seemed to sell well. These days, the consumer is more environmentally intelligent, and looking for something a little more authentic, when it comes to buying-in to a “green” proposition.
Examples? Sun Chips recently announced an initiative to package their product in a fully compostable package by Earth Day, 2010. And in another Marketing Daily story, coverage was given to Macy’s for their two-pronged eco-friendly campaign. During their “One Good Turn” single-day sales event, and at their online “Eco-Shop,” profits are shared with the National Park Foundation.
Implications: In a back-to-basics economy, environmentally-friendly initiatives still sell well. But ever more value-conscious consumers want to know the benefit is authentic, both to their own bottom line, and to the cause you claim to support. Because their dollars are spent more prudently, and their knowledge of environmental issues are more keen…
Can the consumer verify your positive impact on the cause?
Is the cause important enough to your consumer that your efforts will be valued?
Is your “green” campaign sustainable, or will it be seen as a one-hit wonder? (Often, campaigns launched “just in time for Earth Day” are seen as insincere; true environmentalists want to see an ongoing commitment, and might see anything less as greenwashing.)
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