Commentary

Top Tactics For Proving Green's Worth

Now that green has gone mainstream, it is a common misconception that people have a strong understanding of the green catch phrases. How many times have we heard that it is our job to "save the planet?" But do people believe they can single-handedly make a difference by driving a hybrid or buying chemical-free household cleaners? More importantly, for advertisers, will this drive them to buy eco-friendly products?

"Green is Universal" -- NBC Universal's ongoing environmental initiative -- conducted research with these very questions in mind. The findings underscore the importance of proving to consumers that green products and services are real, relevant, and worth it. Below are the top takeaways for marketers to make green count:

Health and wellness are motivations for buying green. Green products that provide a tangible health benefit resonate better with consumers. Skincare, beauty and chemical-free cleaning products fall into this category. People regularly touch these types of products, such as shampoos and body washes. It is that direct and frequent contact with the product that helps them connect green with their personal well being.

Buying green, saving green -- what's not to like? In this economic climate, people are looking for a good value, so emphasize the benefit and savings of your green product. People will be motivated to buy a hybrid if they understand it reduces their fuel costs. They will be more inclined to purchase energy-efficient light bulbs knowing that they last longer than regular bulbs and cut down their electricity bills.

Show consumers the collective effect of their individual actions. People admit they don't always recycle because they don't think their one individual action will make much of a difference. They would feel more motivated if they were given a better sense of the collective impact of all their green acts on the greater community.

Bring green closer to home whenever possible. People are more likely to care about green issues that affect them directly. For instance, Gallup data show that people care more about water pollution, toxic waste and air pollution than they do about global warming and endangered species. Issues that are literally closer to home have a more personal impact that can trigger changes in behavior.

Become part of the solution. People don't know what to do with their dead batteries, expired medicines, and burnt-out light bulbs. Retailers who take on the role of a partner and offer solutions, like eco-friendly waste disposal programs, should see an increase in traffic, reputation, and possibly word-of-mouth buzz.

Help consumers become smarter -- and greener -- shoppers. People want to buy green, but they want to feel smart and informed when doing it. Many people don't know the difference between green labels such as "organic" or "natural." They are confused as to why they should pay more for products made from recycled paper or less packaging. Educating them on the green benefits of a product will help connect the dots and make them much more receptive customers.

Leverage younger generations to connect with the community. Parents say it is their kids who keep them in line when it comes to recycling and other eco-friendly behaviors. So, don't underestimate the importance of community outreach that involves kids and teenagers. Get them involved through school, social groups and organizations to support green efforts.

Janet Gallent, VP Consumer Insight & Innovation Research at NBCU Universal, also contributed to this article.

1 comment about "Top Tactics For Proving Green's Worth ".
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  1. Chris Corbett from KMA Direct Communications, January 6, 2010 at 1:07 p.m.

    This is probably the best article I've seen in this newsletter. It takes a consumer-oriented, common sense approach--harkening back to the American tradition of conservationism--rather than a finger-wagging, ideological, global warmist approach. The latter approach is being rejected by most Americans, and will undoubtedly be more so as the East Anglia scandal continues to reverberate.

    Kudos to Ms. Gallent.

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