As marketers, we tend to assume that people are looking for products that will make their lives easier and more comfortable. As green marketers, we hope that people will also be looking for products that are sustainable, with a reduced environmental impact.

What separates human beings from other walks of life is that we are guided by emotions. While we are constantly inundated with thousands of ads every day, we often make our final purchasing decision of a product based on how we feel about it. Statistics show that about 40% of purchases are impulse buys, an action strongly linked to emotion. As a matter of fact, some product categories rely on the act of impulse buying for the majority of their sales. If this is true, then brand connection with consumers should be simple: play up to their emotions.