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RSSNow, down to business. Much was made about the environment and environmental issues in 2006, and we are expecting to see this trend carry over into 2007. And while the media cover the green platform that many corporations have adopted, the question that remains is this: Do consumers really care? Unfortunately, not as much as you would think.
Researching consumers' unguarded opinions, our group uncovered and analyzed conversations relating to the environment in online discussion forums and blogs. This represents an in-depth analysis of over 25,000 online messages relating to the environment, approximately 18,000 unique voices, across 700 of the most popular discussion forums and 15 million blogs.
But how does this relate to brands? Well, while many corporations exercise business activities that are environmentally responsible, there is a difference between what your business values are and what you project for your brand. The question is, how much should you pitch your brand wagon to the environment? What does it get you in return, and over what period of time? We created an Environment Friendly score from Business Week's Top 100 Global Brands 2006 list and analyzed consumer conversations about each brand in relation to the environment over a period from April to June of 2006. Interestingly, only 40 of the 100 brands had any mentions associated with the environment. Toyota and Honda topped the list with their hybrid vehicles. Dell and HP were high due to recycling programs. Oil companies where scored very low with BP scoring higher than Exxon Mobil.
There are five factors that marketers need to evaluate before they associate their brands with the environment. None of these works in isolation, and in order to establish a successful association, I recommend that they think about this as a matrix:
1. Pick the right cause--consumer sentiment varies and is influenced by media coverage and the products and solutions they see in the market. Plan accordingly.
2. Be the first to win the space. Brands that seize the opportunity first and aggressively advertise their efforts are likely to make a lasting impression in consumers' minds.
3. Prepare for the long, hard slog; there are no immediate results. Plan for that.
4. Make your brand solve a real consumer need. A majority of consumers will choose a brand perceived to be socially responsible over others which are not.
5. Inform, educate and collaborate. Very few brands are spontaneously recalled for their environmental activism. Change that.
At the end of the day, it is imperative that brands are aware of the impact that brand associations carry in relation to other topical spheres, especially the environment. So, if you have found the right environmental issue to associate your brand with and have business processes or ingredients that can give your brand a "green" shine, don't feel shy-- court advocates, seek endorsers and reach out to your customers so they want to learn more. You may indeed see the "green" in green. If you want a copy of the report with the data, you tell me. [mailto: techieandthemedia@yahoo.com].
RSS FEEDS
What I take from this is that your point #4 is really the only salient point. The environment shouldn't be consigned to the "cause marketing" silo. In this order, it's about:
1) The product you are selling ME. I must understand that this product you are selling ME is environmentally responsible, and not wasteful of resources. The environmental benefit has to be tangible to ME -- i.e. I'm saving money by using less energy, or I'm creating less waste I need to dispose of, or in a b-to-b setting, I'm avoiding fines and penalties and/or generating potential environmental credits.
2) The products you are selling EVERYONE ELSE. Is your core business consistent with making our society more environmentally sustainable.
3) Your environmental footprint. This is a more sophisticated issue that won't penetrate the general public, but can motivate third parties to attack or praise you, and can sometimes generate positive or negative press. What is the environmental impact of your supply and distribution chains? Are you observing best practices to reduce emissions and waste?
4) Your environmental philanthropy. As I said earlier, I find this to be less and less relevant, but if you can identify an organization or a group of grant-worthy organzations that address an issue related to your brand, pitching in is great. I have a problem with the "Be the first to win the space" competition. This kind of PR thinking is good for the brand, but it means corporate dollars are being scattered. Would your company avoid donating to help Katrina or tsunami victims because you couldn't "win the space?" Evaluate your philanthropy on the merits.
One constant source of frustration for local environmental groups is that national or global brands don't see much "bang for the buck" in supporting local efforts. But often, that's where the needs are greatest. If your company has a hometown, don't forget to direct some of your cause marketing into your own backyard.
as usual you are ahead of the curve
cause marketing had great success over the last few years because it had emotional reasonance and everyone could relate to the individual causes,
the time is now right for "green" marketing to begin its climb. lets hope it does so that the business world begins to develop, brand, and promote "green" products not only for the bottom line but also for their value to the planet.
hopefully we can recover from the debacle as seen in the movie "who killed the electric car"