It Isn’t Easy Being Green

Last month marked the 39^th anniversary of Earth Day and at long last it appears that the environment is starting to creep into major consumer purchase decisions and their overall perceptions of brands.  According to a study from the Grocery Manufacturers Association and Deloitte, “54% of grocery shoppers say they "actively consider" a brand's sustainability characteristics before tossing them in the basket”.  The report goes on to highlight that “overall, 57% of green purchasers surveyed say they intentionally bought more sustainable products, and 78% of these intentional buyers actually switched to the green product because of its green characteristics”.  This is a win for Mother Nature and brands continue to take notice. 

But while education about green issues and products continues to rise amongst consumers, most particularly with Millenials, there are still obstacles for many who desire to live greener lives.  An article by the Center for Media Research about a recent survey by Generation Insight noted, “Millenials found it confusing as to why products that are better for the environment are more expensive.  In particular, the extra cost (without consistent explanation) discourages the majority of shoppers from embracing and contributing to the green movement".  In the famous words of one of my all-time favorite Muppets characters from long-ago, “being green” isn’t always easy, much less understood.  One of the earliest pioneers for the environment, Kermit the Frog, sang a heartwarming song that I believe captures the struggle.

Where do we go from here?  It has been suggested that “companies must create an online life/friends for their green brand” by hosting online contests, providing coupons on social networks like Facebook and Twitter and sponsoring environmental or cause-related events in target geographic markets.  Yet, I think if brands use the same generic communication strategies and tactics to broadcast their “greenness” then they will continue to struggle in their attempt to connect and persuade consumers, regardless of trying to link to them online.  Skepticism is high and it will take a lot more than fancy gimmicks to convince Generation Y and Millenials to pay attention and buy-in.

I think the most important thing brands can do when entering the green conversation online is to focus on LISTENING – really understand the specific issues and environmental concerns facing their audience.  Once consumers have been heard, then the brand can take steps to introduce contextual thought leadership to help address green issues or better yet act as a catalyst to help passionate folks take positive action in their everyday lives.  This type of strategy should play out steadily across all communication channels from website, e-mail, search to blogs, social network presences (Facebook and Twitter) and message boards.  But by far the best way to demonstrate the brand’s commitment to “green living” is to incorporate it as part of the purchase process.  Instead of sending a coupon that needs to be printed – make the promotion/offer truly paperless by loading credit on a shopper loyalty card that scans in the discount at checkout.  Now that would truly be something to sing about.