Commentary
Consumers Do Want To Be Green, But They Are Also Lazy
- by Genna Mazor , April 15, 2010
Even though they're pouring a lot of money into the green industry by purchasing gadgets, cleaners and energy-saving appliances, most people don't want to change that much. So if you're planning on launching or marketing a green product in the coming months, be sure to know your audience.
A relatively new bamboo serveware company has been increasing its market share with its sustainable and 100% organic bamboo bowls, serving pieces, trays and cutting boards. The company has been making in-roads with national retailers and boutiques alike and has caught the attention of the sort of magazines and publications you'd give your right arm to be in.
But something was amiss. Despite the "green" angle, the "pretty" angle and the "social responsibility" angle, there was not yet a "convenience" angle. The bowls, cutting boards and trays didn't translate beyond the home table, and consumers were still resorting to paper and plastic goods for their parties, picnics and outdoor meals.
So the company got wise. Rather than accepting a smaller market share than it felt it deserved, it found new ways to use the bamboo and the byproducts with which it was already working. It used two of bamboo's best qualities -- its knack for regeneration and its speedy natural growth cycle -- to create a durable and disposable line of dishes and utensils (including a spork) that could be washed for reuse or tossed without guilt.
The line will be out in time for Earth Day segments, summer barbeque stories and even the occasional outdoor wedding, but more important than the fortuitous launch timing is that the bamboo company has tapped into a whole new market. There are legions of soon-to-be (or wannabe) green consumers out there, but they're not armed with the knowledge or wherewithal to make the change.
By manufacturing and marketing a bamboo version of a product consumers already know, the company is making it easier for the average person to make the leap to a greener alternative -- without requiring them to change their habits, something else they also already know but definitely aren't ready to change.
Next time you unleash a new product -- one that glimmers with eco-friendliness and sustainability -- on the market, ask yourself, "Can the consumer who doesn't unplug appliances before vacations, who throws out moldy plastic containers instead of washing them and who uses paper towels like they're going out of style fit this into his/her lazy green lifestyle?"
It might not be the environmentalist's dream, but it's a way to tap into the average consumer's desire to do good -- without too much inconvenience, of course -- and one more step in the right direction.
Very insightful article! I might add only one thing: many target consumers are not lazy, but they also are not "deep green." That is to say they are conservationists, but not "environmentalists" in the negative sense that this word has come to be perceived.
For example, polls show that a majority of consumers now reject man-made global warming as a serious problem, and a large number believe it is at least partially a scam (and recent events have given them plenty of reinforcement for those beliefs). They buy Al Gore lightbulbs only because the EPA forces them to do so. Does that mean they are eco-hostile? That they won't buy recyclables? Not a all. They are just not "deep green." They want to help the environment, but are averse to eco-hysteria and hectoring. Too many green marketers write off these potential customers, yet they will respond if you offer them convenient, responsible, conservation-friendly products.
This idea is one I have been telling corporate America for the last 2 years when telling them of our Designing Spaces - Think Green Television Series.
To watch http://www.designingspaces.tv/greenspaces.php
Thanks for commenting! I think that some people shy away from green "hysteria" because they lack knowledge and education on the topic (and are not likely to seek it out). As green marketers we must also be green educators. Offering consumers a little bit of background on how and why buying a certain product is better for their health, their family and the environment will help convince them of the positive impact they can make. Even small changes can make a big difference.
We have discovered that one of the best ways to get a Brands
"Green Message" out to the consumer is as you said "...tap into
the average consumer's desire to do good...".
With our REDEMPTION MARKETING SYSTEM Brands are able to
reward those who recycle with money-saving coupons for their
products...a way of thanking them for doing good.
This way the consumer sees the Brand as being eco-friendly and
with coupon in hand is moved to at least check the product out
while shopping.
Encouraging green thinking and more mindful buying is a lot like a pure play "social cause" in that the means to the end may not be as direct as those who are spearheading it might like. Oh well. Though these smaller steps sound like compromises to those of us who think about sustainability a lot, consumers behave like they do - so we have to work within those parameters. These bamboo plates/utensils do sound like they'll make it a tad more convenient for the average "trying to be greener" consumer to join the journey.