Commentary

What Sells In U.S.: Products That Are Simply Better (And Happen To Be Greener, Too)

In a recent survey of American consumer attitudes, “green” came in dead last on the list of valuable brand attributes. Of countries surveyed, the U.S. continues to rank as the least sustainable on the Greendex. The simple truth is this: if you want to sell sustainability in America, don’t lead with sustainability. 

Having said that, consumer behaviors in recent years reveal that while the U.S. mass market may want better products first, they will increasinglylean towards green products and services. So don’t throw the baby out with the bath water—sustainability should still be part of the equation. 

Here are some tips for sustainable companies looking to market their products and missions effectively in this landscape:

1. Offer next-generation, superior technology with sustainability as just one important factor that makes your product better than the competition.

Consumers don’t buy the Tesla Model S just because it’s a green car. They buy it because it is a high performance, technologically innovative, aesthetically arresting, cost competitive sports car that happens to be electric. In 2013, Tesla realized the value in hinging their communications on simply offering a better vehicle in a marketplace lukewarm to EVs—and the results followed. Sales of the Model S trumped those of the Mercedes S-Class, the BMW 7-Series, the Lexus LS, the Audi A8, and the Porsche Panamera. And by the way? Thanks to Tesla’s emissions-free, high torque electric engine, the Model S beat a BMW M5 in a drag race

2. Frame your story with themes and values that will resonate with Americans.

“Freedom, independence, money savings, without compromise” may as well be the modern marketer’s universal tagline for illuminating the green product value proposition. The messaging around the Nest Learning Thermostat promises “saving energy”, but contextualized through the lens of customer impact and value—significantly lower bills, increased home efficiency, and automated temperature management for freedom from home energy devices. All in one sleek, next-generation package. How’s that for no compromises?

3. Strive to integrate sustainability into your brand practices, but don’t claim perfection.

In 2014, customers neither expect nor demand perfection when it comes to green practices at a brand level and how they make for a better product. But what they do expect is honesty in communications. A recent Environmental Leader survey shows that 69% say it’s okay if a company is not environmentally perfect as long as it is honest, but 78%say they will boycott a product if they discover an environmental claim to be misleading. So share the story of your investment in getting there—whether you’re moving to power your manufacturing with clean energy like Apple, expanding and incentivizing your upcycling program like Patagonia, or on the path to reducing your water consumption like Starbucks or Levi’s—but be ready to admit that you’re not perfect.

After all, customers still want real conversations with the brands they buy from. Not talking the destination, but the journey. To greener, by the way of better.

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