Mainstream Green: Closing the Gap

By on June 8, 2012
Tags: , , , , ,

In the midst of all of the talk of new technologies, government programs, and trends from around the world, there was also a growing dialog at this year’s World Renewable Energy Forum about marketing strategies. The conversations were about how the renewable energy industry and other green businesses can best market themselves to the mass public. As eco-friendly technologies and products mature and become cost competitive, the next problem to tackle will be effective marketing.

Michael A. Law, President of Ogilvy & Mather West and Managing Director at Ogilvy PR Worldwide explored the barriers that keep people from adopting green products and practices. According to a recent study, 82% of people poled claimed to have deep green beliefs, but only 18% actually invest money in being green. Why the huge gap?

According to Law, half of Americans think green products are targeted to rich and elitist snobs or crunchy granola hippies. In addition, 82% say most green marketing is gendered toward women. Eco-suspicion and eco-confusion form because the level of sustainability understanding generally hovers far above the average citizen’s head.

Law made several recommendations for marketing professionals as they craft their message for green products:

  1. Make it normal. To make a real impact in the lives of the greatest number of people, green needs to be removed from a fringe market and these values need to be part of a new normal that drives the everyday consumer.
  2. Lose the “crunch.” Products marketed for only their green attributes will fail to take hold with mainstream consumer. Marketers should emphasize other attributes or benefits such as the techie appeal or improved health and well-being.
  3. Make it tangible and easy to navigate. The new “green” should not rely on technical studies or complicated specifications to convey its value.
  4. Eliminate the sustainability tax. Whenever possible, green products should be priced at the same level of traditional counter parts.
  5. Turn eco-friendly into male ego friendly. Eco-friendly products are often marketed to appeal to a female consumer, ignoring half of the population.
  6. Don’t stop innovating. Eco-friendly products, just like any other product, must continue to reinvent themselves to stay competitive in today’s market.

Whether it is an electric car or laundry detergent, these principles can help to make green go mainstream.

About Rosanne Hoyem
Rosanne's work sits at the intersection of renewable energy, city planning and communications. Her past experience includes working for SunMaxx Solar and the NYC Solar America City Partnership. Her current work focuses on supporting the growth of renewable energy markets through shaping innovative marketing and outreach campaigns.
View all posts by Rosanne Hoyem →

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Mainstream Green: Closing the Gap

By on June 8, 2012
Tags: , , , , ,

In the midst of all of the talk of new technologies, government programs, and trends from around the world, there was also a growing dialog at this year’s World Renewable Energy Forum about marketing strategies. The conversations were about how the renewable energy industry and other green businesses can best market themselves to the mass public. As eco-friendly technologies and products mature and become cost competitive, the next problem to tackle will be effective marketing.

Michael A. Law, President of Ogilvy & Mather West and Managing Director at Ogilvy PR Worldwide explored the barriers that keep people from adopting green products and practices. According to a recent study, 82% of people poled claimed to have deep green beliefs, but only 18% actually invest money in being green. Why the huge gap?

According to Law, half of Americans think green products are targeted to rich and elitist snobs or crunchy granola hippies. In addition, 82% say most green marketing is gendered toward women. Eco-suspicion and eco-confusion form because the level of sustainability understanding generally hovers far above the average citizen’s head.

Law made several recommendations for marketing professionals as they craft their message for green products:

  1. Make it normal. To make a real impact in the lives of the greatest number of people, green needs to be removed from a fringe market and these values need to be part of a new normal that drives the everyday consumer.
  2. Lose the “crunch.” Products marketed for only their green attributes will fail to take hold with mainstream consumer. Marketers should emphasize other attributes or benefits such as the techie appeal or improved health and well-being.
  3. Make it tangible and easy to navigate. The new “green” should not rely on technical studies or complicated specifications to convey its value.
  4. Eliminate the sustainability tax. Whenever possible, green products should be priced at the same level of traditional counter parts.
  5. Turn eco-friendly into male ego friendly. Eco-friendly products are often marketed to appeal to a female consumer, ignoring half of the population.
  6. Don’t stop innovating. Eco-friendly products, just like any other product, must continue to reinvent themselves to stay competitive in today’s market.

Whether it is an electric car or laundry detergent, these principles can help to make green go mainstream.

About Rosanne Hoyem
Rosanne's work sits at the intersection of renewable energy, city planning and communications. Her past experience includes working for SunMaxx Solar and the NYC Solar America City Partnership. Her current work focuses on supporting the growth of renewable energy markets through shaping innovative marketing and outreach campaigns.
View all posts by Rosanne Hoyem →