An important (if obvious) point was made by David Almy in his Engage: Green newsletter last week. He suggested that companies focus not on their “green” or “sustainable” offer alone, but what that offer benefits the consumer, personally.
Implications: People generally want to save the planet, but feel that it’s out of their reach. More importantly, in the aftermath of the recent recession, folks are busy simply trying to save their household budget.
It’s a good time to remember that green is not enough. The impact of an environmentally friendly product or service will be most clear and conspicuous at the household level. So translate your benefits accordingly. It’s not “less packaging,” it’s less hassle because I don’t over-stuff my trash bin on garbage day. It’s not just “fuel efficient,” it’s putting gas money back into the grocery purse.
Making a product green does not make the consumer want it, necessarily. Green is a feature that must be translated into benefit.
Thanks for the reminder, David.
Mike Anderson
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