Empower to the People

by Jacquelyn OttmanThe most successful brands connect with their customers emotionally in addition to logical facts and rational appeals. Effective green product marketers connect with concerned and aware consumers willing to pay a premium to buy green products by empowering them to clean the air, purify the water, or help save endangered forests and species.Product purchasing and consumption are the #1 ways in which Americans act upon their environmental worries. Ask an American adult what he/she is doing to save the planet and their responses most likely will center on product-related behaviors like turning off the lights when leaving a room, recycling products and packages (and more recycling), and looking for green labels when shopping. These activities are more prevalent than donating to environmental groups or voting for green candidates, for instance.So showing people how products will help them address environmental issues is a key quiver in a green marketers arsenal.EducateAccording to Ropers Green Gauge, 50% of American adults say they would do more for the environment if only they knew how. So, education is critical. Does your product save water or energy? Does it help cut down on waste that must be landfilled? Does it contain fewer toxics that […]

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