In This Chapter
So far, you’ve learned how to incorporate sustainability into your everyday organizational activities, green your products, and craft a credible green story. It is now time to focus on promoting and expanding your business.
The Birkenstock-wearing tree hugger is not the only consumer purchasing green products these days. From SUV-driving soccer moms who want to save the planet for their kids to the thrifty consumer who purchased his hybrid because of fuel cost savings, the profile of purchasers of all things green is rapidly changing. According to BBMG, a branding and marketing firm that focuses on branding for sustainability, more than one third of Americans say the term conscious consumer describes them very well, and nearly 9 in 10 Americans say the term describes them well.
The conscious consumer is one who takes multiple values into consideration when he purchases products or services. Many people think that conscious consumers are those that purchase on environmental or green values alone, but according to studies conducted by both BBMG and Mind Click, eco-purchasing is not the sole driver of the conscious consumer.
To sell your products to this growing, diverse consumer sector, you must define your specific green consumer to develop the best branding and marketing strategy for your product or service. Remember, without an authentic sustainability story, you will not create an authentic sustainability brand or marketing message. Can you tell that we are trying to drive this point home? Building your sustainability program inside your organization from the top executive level down and the hourly employee up is the key to success. And remember to benchmark and track your progress!
Note
A conscious consumer is one who makes purchasing decisions based on values such as environmental responsibility, honesty, integrity, and social responsibility.
As a general rule, “green” is not the first, second, or even third reason for purchasing a product. More often than not, the age-old mantra of convenience and price trump green for even the most dedicated conscious consumers. You can’t expect people to purchase your products or services just because they have a green or sustainability angle. You still have to produce quality products and deliver impeccable service at a price that the consumer is willing to pay. Think of green as a value-added selling point, the third or fourth trigger that makes a consumer purchase your product instead of your competitors’—who might be doing nothing to incorporate sustainability into their operations or green their products in any way.
An important thing to realize about the conscious consumer is that once they begin to understand the ramifications of their purchases, they are more likely to purchase with their values. After we understand the importance of changing our patterns of behavior to better protect our health and the environment, it’s really not hard to recycle more or carry a cloth bag for groceries. Cutting back on energy and water saves us money, which provides an instant incentive to develop new habits. Educating consumers will help them join your business in making changes that can change the world.
In 2008, Mind Click conducted a study that assessed the green purchasing habits of consumers and gauged the concern for global warming among a varied sample of our population. Research showed that 47 percent of consumers in the United States are highly concerned about global warming and are fully engaged in green activities and purchases. That is almost half of our country’s population! Mind Click further breaks down that 47 percent into the five following categories:
Alarmist—11 percent
Consumers who are extremely concerned about global warming
Consumers who feel that businesses and the government are responsible for combating global warming
Consumers who are fully engaged in green activities and purchases to combat global warming
Enthusiast—15 percent
Consumers who are concerned about global warming
Consumers who feel that climate change is being addressed
Consumers who are engaged in green activities and purchases to combat global warming
Active Awares—21 percent
Consumers who are highly concerned about global warming
Consumers who believe climate change is not being addressed
Consumers who make lower levels of green activities and purchases
Passive Awares—16 percent
Consumers who are highly concerned about global warming
Consumers who believe climate change is not being addressed
Consumers who make levels of green activities and purchases
Consumers who are undecided/moderately concerned about global warming
Consumers that expect business/government to provide solutions
Consumers who make lower levels of green activities and purchases
Nonbelievers—13 percent
Consumers that deny global warming exists
Consumers that do not expect solutions
Consumers who make nominal green activities and purchases
According to Mind Click, the most prominent green behavioral changes include recycling, installing energy-efficient light bulbs, and washing clothes in cold water instead of hot. Conscious consumers changed their purchasing habits by selecting higher concentrate laundry detergent, buying in bulk, and visiting the farmers’ market. Perhaps the most encouraging piece of data to emerge from this study is that up to 55 percent said they would participate in simple changes to further engage in green activities.
To define your green consumer, first look at what your product or service has to offer (see Chapter 20). Does your product cater to those who are motivated by environmental conservation, improved health, or cost savings? Identifying the key green attributes of your products and services will help you define which segment of the conscious consumer you should target.
According to the Natural Marketing Institute, there are five types of conscious consumers:
Life Styles of Health and Sustainability (LOHAS)—. This consumer has a progressive attitude on the environment and society, is looking for ways to do more, and isn’t too concerned about price.
Naturalized—. This consumer is primarily concerned about personal health and wellness, uses many natural products, and would like to do more to protect the environment.
Conventionals—. These consumers are practical, like to see the results of what they do, and are interested in green products that make sense in the long run.
Drifters—. These buyers are not too concerned about the environment, figuring people have time to fix environmental problems, and so don’t necessarily buy a lot of green products.
Unconcerned—. These folks have other priorities, are not really sure what green products are available, and probably wouldn’t be interested anyway; they buy products strictly on price, value, quality, and convenience.
Think about who purchases your product, create a customer profile for them, and identify which segment of the green market is most likely to buy your products or services. Remember that marketing to the conscious consumer is not just about green or the environment; it’s about sustainability. Don’t forget to highlight benefits such as increased health and positive social impact as well as environmental attributes.
Consumers are increasingly purchasing with values in mind in addition to price, performance, and quality. People want to feel good about what they buy. As consumers become more educated, this struggle for value-driven purchasing will increase. Are you ready?
In their inaugural Conscious Consumer Report, BBMG, the marketing and branding firm, describes five values that drive the conscious consumer. The BBMG team researched the values behind 24 consumers’ purchasing decisions in Kansas, New York, and California, choosing different areas of the country to make sure the results represented a varied demographic. Let’s briefly examine these values from BBMG’s report. To download the full report, visit www.bbmg.com.
Conscious consumers seek natural, organic, and unmodified products that meet their essential health and nutritional needs. They avoid chemicals or pesticides that can harm their health or the planet, and are looking for standards and safeguards to ensure the quality of the products they consume.
Conscious consumers insist that companies reliably and accurately detail product features and benefits. They will reward companies that are honest about processes and practices, authentic about products, and accountable for their impact on the environment and larger society. Making unsubstantiated green claims or over promising benefits risks breeding cynicism and distrust.
Faced with increasing constraints on their time and household budgets, conscious consumers are practical about purchasing decisions, balancing price with needs and desires and demanding quality. These consumers want to do what’s easy and essential for getting by and make decisions that fit their lifestyles and budget.
These consumers want more meaningful relationships with the brands in their lives. They ask questions similar to the following:
Who made it?
Where does it come from?
Am I getting back what I put into it?
Conscious consumers seek out opportunities to support the local economy when given the chance, want to know the source of the products they buy, and desire more personal interactions when doing business.
Conscious consumers are concerned about the world and want to do their part to make it a better place. After all, contributing to the greater good just plain feels good. People are feeling a new sense of purpose by aligning their purchasing decisions with products and companies that are improving our homes, our lives, and our planet. From seeking out environmentally friendly products to rewarding companies’ fair trade and labor practices, they are making purchasing choices that can help others. These consumers want to make a difference, and they want the brands they support to do the same.
You must be transparent when talking to consumers about the green or sustainability attributes of your products and services. Most likely, you don’t have it all figured out when it comes to green. But don’t worry, not many organizations do. We’re all making our way on this exciting and challenging journey into the new frontier. Discussions, issues, and concepts surrounding the field of sustainable business change every day. In this young, promising arena, you need to recognize the strengths of your organization and product, but also let the consumer know what areas you are unsure of and are trying to figure out. When creating marketing materials that convey your green status, use the information you learned in this chapter to better focus your messages on the conscious consumer. Align your green or sustainability goals with their values consistently in all of your marketing messages.
You want your customers to understand what is green about your products or services and how to properly use these to get the most benefit for themselves and the planet. Educate your consumers on the most efficient way to use your products. For example, if you are selling a product that increases energy efficiency in the home through a programmable thermostat, the consumer must know how to properly use the device to ensure a reduction in energy use actually occurs.
You must also educate consumers on how to properly dispose of products after using them. Often people try to do the right thing by purchasing and using compostable cups, plates, and cutlery made from bioplastics only to throw these items in the trash. When compostables are thrown into the trash, they don’t break down as intended, so the product is misused and its intended purpose of environmental footprint reduction is jeopardized.
We also see this same problem with plastic products. Many municipalities can only recycle certain types of plastics, mainly #1 and #2. While certain recycling programs accept plastics labeled #1 to #7, these are few and far between.
When marketing a product as recyclable, inform the customer if the product can be recycled in his area and how to dispose of it properly if it’s not eligible for municipal recycling. If your product must be sent to a special facility, make it clear on your packaging.
Following is a list of common plastics and their corresponding recycling numbers. Check the type of plastic your product is made of by looking for a recycling symbol containing a number in the center. Use the following list to determine what type of plastic the product is made of.
Hazard
Not all municipalities have recycling systems in place to handle plastic and glass. If they do, it is not likely that they can recycle all types of plastic. Be sure to check with your local municipality to determine what types of plastics they accept for recycling. If you are selling products, make sure consumers know how to properly dispose of them.
#1—PETE/PET
#2—HDPE
#3—PVC
#4—LDPE
#5—PP
#6—PS
#7—Other
To build an authentic, credible, and sustainable message, you must remain true to your customers. Remember, honesty and relationships are two main purchasing values of those buying green products and supporting sustainable companies.
Overstating a product’s benefits, green or otherwise, will line you up for disaster. If word spreads that you are being dishonest, consumers will lose faith in your brand and scrutinize your products. This point is especially important because of the rapid ability to share information over the Internet. Blogs and websites pick up information just as it is posted and spread it like wildfire. You don’t want to be on the losing end of a PR nightmare. Remember to back up your marketing messages, especially those that can be qualified with scientific evidence. Use this data when creating your message to ensure you do not overstate your benefits (see Chapter 20).
Now that you understand a bit more about green consumers and what drives their purchasing decisions, it is time to customize your marketing message.
Focus on how to spread the word about your organization and products, and target meaningful marketing outlets. Developing a highly detailed, well-planned marketing strategy will aid in the successful execution of your marketing campaign.
Spreading your green message internally is just as important as marketing your message to the external audience. Your employees are your most effective brand angels—people who love and support your brand—and if they don’t understand your marketing messages and the actions you are implementing to back them up, you can’t expect your external message to be powerful. Customize your marketing messages to speak to your employees as well as your customers and external audience.
Use the customer profile you created when defining your green consumer to pinpoint exactly who you are marketing to. This will help you focus your marketing message and customize it to your audience. Look at the values your target customers embrace. Are they reflected in your marketing messages and woven into the products and services you are selling?
Research various media outlets and channels that will be an effective means of spreading your message. This includes online resources such as blogs, e-newsletters, and news websites as well as print media. When researching, remember to ask yourself, “Will this marketing channel be beneficial to spreading the word about my product? Will we see increased interest from consumers that will translate into increased awareness or sales?”
Look to magazines that specialize in your industry for both advertising and editorial opportunities, but be aware that just because you advertise in a magazine, it does not guarantee you will be featured in an editorial. Many publications draw a thick line between their editorial and advertising departments. Check with your advertising rep on the policies of the particular publication you are advertising with. Often, if there is a separation between departments, your advertising rep will connect you with the appropriate member of the editorial team who has the authority to vet and publish stories.
Knowing where your marketing efforts are a success and where they are falling short will help you create better marketing campaigns. More than ever before, marketing professionals are facing an increased demand for marketing accountability. In order to best measure the effect of your marketing campaign, create a system based on best practices. It may be useful to involve other departments in your organization—such as sales, accounting, and customer service—to develop your marketing metrics. Be sure that upper management is clear on what metrics they want to review before implementing any marketing metric measurement system or dashboard. Once established, you can use this measurement tool for your current and future marketing campaigns. Track your metrics, analyze them, review them, and learn from them.