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