When you target customers, it helps to know if they’re “dark green”, “light green” or “basic brown” in their attitudes, but, with so many green issues, products, and labels out there, it may be more relevant to your branding and communications to understand their personal green interests and behaviors, not necessarily their labels.
Check out this post by Jacquie Ottman, one of the thought leaders in green marketing. She has great focus on categorizing green targets.
Green consumers are also citizens. Although it’s cool marketing-speak to address those who purchase as those who consume, but nothing speaks to your prospects and customers (there I go!) than treating them as if they are important and they matter.
What matters to me, as an urban green-leaning Boomer, is that I also enjoy “guilty pleasures” like: “Burn Notice”,”24″ and French Chardonnay. I recycle, live in a small flat with two others, use public transportation and ride my bike. But I am not a vegetarian and I don’t follow the activities of PETA or Green Peace. I consume a vast amount of media, and the most appealing to me are the campaigns that are well-designed. That means stories that show beauty, transparency, clarity and humor are particularly high on my radar.
I might remember a new organization through my association with The Green Chamber of Commerce, but I might also like to try a healthy beauty product that I saw a commercial for on FOX, during a “24″ commercial break.
Sometimes, it IS the message, and not necessarily the media. I am aspiring to wave the green flag, but I also am very much a typical American 40-something.
2 comments
Sofia Ribeiro March 8th, 2010 at 6:27 pm
Hi Janet,
I believe it’s the combination of message + media that makes a product or service compelling. It’s particularly tricky when it comes to positioning a product under the sustainability/green light, and customer segmentation models definitely help marketing and advertising agencies walk on that fine line. We actually started a segmentation series on our blog, particularly oriented towards the green consumer – you should check it out.
More and more we’ll see honest statements take over shallow advertising claims, as consumers are growing inquisitive on where they put their money into.
Great topic – looking forward to your next blog post!
Janet Pomeroy March 9th, 2010 at 12:48 am
Sofia,
Great comments. I agree: media & message have to work together to entice consumers, and walk an even finer line of shifting behavior if we are ultimately going to have a greener world. That means buying less overall. I heard the head of one of the largest athletic clothing manufacturers say it at a conference – over 8 years ago!!!
Yes, sustainability is complex! The goals can seem very diffuse; and our knowledge-base, although gaining ground, is not adequate enough yet to “sell” the entire public on the value of behavior change.
I found your posts on greenwashing and segments very easy to grasp. Which is a great vehicle for change. It’s our job, as marketing agents, evangelists for these brands to keep every message honest and inviting, edgy or funny. Any particular brands or messages that you’ve found effective? Would love to hear them!
Which is the ultimate shade of green. Your blog has lots of useful information – especially the green washing post.
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