In case you missed it, there was an interesting story in the New York Times last week explaining all the perks received by early-adopters of the Nissan Leaf electric vehicle. Click here to read the story.
Implications: On a personal level, I would describe myself—personally—as a little more environmentally aware and active than most. Even so, my “green” pursuits know a limit. I do not have solar panels on my roof, nor a wind turbine in my back yard.
Nissan has demonstrated an understanding that “green” is not a black and white issue. There are shades of green… that might help illustrate the degree to which different people consider themselves, “environmentalists.”
Do we all want to save the planet? Of course. But it helps if there is a consumer benefit or payoff that is more immediately gratifying. Few families consider themselves non-profit organizations.
As you plan your next environmentally-friendly campaign... it might be a good idea to include very specific ideas about why the product or service offering is also "consumer-friendly."
Mike Anderson
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