With equal zealotry, consumer watchdog groups expose the falsity of many so-called green initiatives. Green posers are being hung out to dry. A quick visit to the green-washing index exposes numerous brands making questionable claims.
As a result, consumer skepticism is higher than ever.
This makes it tricky for brands with genuine green credentials to market themselves on that basis. However, brands with authentic green stories possess a powerful source of brand mojo that should be activated. By brand mojo I mean more than strong positioning fundamentals. A brand with mojo has a dynamic inner energy that makes it irresistible. In today's hyper competitive environment, brand mojo is the secret sauce that can push a brand from being a solid performer to one that captures the imagination of the public and succeeds in a big way.
For those brands with real green mojo, here are a couple of factors to keep in mind:
Green is Big Business but Turnabout is Fair Play
Women, in particular, are noting those brands making genuine effort towards cleaning up their environmental impact. They reward those brands with their wallets. In fact, 69% of women will choose a green brand over others if it delivers on price and performance, too.
But women are master communicators. A full 74% of women talk to friends and families about their good and bad brand experiences. So a brand must live up to its green promises. Loose lips sink ships.
In 2011, transparency is a trend powerfully impacting consumer's assessment of brands. A backlash to the financial crisis and the debacle around executive compensation has put companies under the microscope. Full disclosure is a new prerequisite in marketing, especially when it comes to green initiatives.
Green's New Greens Fees
Brands with genuine green mojo muscle to flex should go for it. It can add a shot of adrenalin to your business. But ask yourself these questions before putting your green mojo on the center stage: