Last month marked the 39th
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.
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