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His post left us thinking two things: One, is it really true that green doesn’t equal better in people’s minds, and two, in the end, does it really matter why people buy green just so long as they do? After all, when more people buy green, for whatever reason, sustainability becomes a mainstream value, which is good for everybody.
First, we respectfully disagree with Joel that mainstream consumers see green products as worse than conventional products, feeling they must sacrifice quality, affordability, convenience or other important attributes.
Our recent Eco Pulse study found this long-held perception is falling by the wayside. Forty-seven percent of those we surveyed said they believe green products are usually of equal quality and effectiveness, 23 percent said green products are sometimes better quality/more effective, and 6 percent said green products are always better/more effective. That's almost three quarters of the population who don't think green products are usually inferior or a compromise and nearly a third who believe green products are, in fact, better.
Second, we agree with Joel on his point that there are multiple definitions of "better," each dependent on individual circumstances, needs and mood. And our research has shown quite clearly that even among the greenest consumer segments, there are multiple reasons and motivations to buy green, and they differ by product category.
In our soon-to-be-released Green Living Pulse study, we tested messaging statements based on the work of the authors of makingmeaning.org. The authors have defined 15 ways humans derive meaning, ranging from justice to beauty, redemption to community. Our research showed that messaging that promised harmony with the environment, control over saving money and health, redemption, validation, duty, and beauty were considered better reasons for buying green. Not surprisingly, we saw some interesting differences between genders, age groups, ethnic groups and consumer segments.
So here's our position: It's time for green marketers to wake up and smell the non-shade-grown coffee. It's time to embrace the fact that everyone isn't motivated by hard-core, straight-up green messaging. And that's OK. People are simply more complicated and nuanced than that.
But if marketers can give people a reason to buy -- whether it's a functional reason or emotional reason -- and they buy a green product, isn't that a win? Let's not judge people's reasons for buying green as positive or negative. If we can give people a reason to care and to buy green, even if that reason is about looking cool or feeling in control, then we're making progress.
Suzanne C. Shelton is founder, president and CEO of Shelton Group, an advertising agency focused exclusively on motivating mainstream consumers to make sustainable choices.
CFLs - Image CC licensed by Flickr user Clean Wal-Mart.
Yes it absolutely matters
Your recent blogs have alluded to frustrations you must be hearing from Green producers, and your research is drilling down toward some answers. Could I offer some subjective ideas?
1. Have the impression that a great army of budding marketeers have fastened onto Green as the next great trend, without entirely "getting" the synergism between self-interest (economy) and Mindfulness.
2. They may be limiting their message to "believers" who've been around since the Whole Earth Catalog but are too small a niche to rely upon,
3. or they may be trying to enlighten the general populace on issues too big for them.
4. They may be ignoring the 'objective' standards already established (LEED, Energy Star and others) which they could use as their proofs
5. They may be unable to separate their target base according to region, politics, adapter status and competitive pressure, all of which motivate customers differently.
I think until they (or you) identify the correct motivation for each customer segment, producers will continue to struggle. That's why it matters so much.
Jack Coleman
Great grist II
To Ms. Shelton: Your blogs are among the most meaningful pieces on Green that I've ever found. The "15 meanings" page should have been in my lexicon but wasn't, so thank you. It's interesting to compare your commitment (based, as it is, on commercial success) to mine combining some similar values of industrial design with a decidedly Hippie mindset. For it can't be denied that the Green movement is, at least partially, the ultimate expression of the Woodstock enlightenment exactly (almost to the month) 40 years ago.
I'll bet most of us working for Green fulfillment have more than economic success on our minds, and our most reliable customer niche will be the same. Not something that squares easily with commercialism, but "philosophic alignment" should be No. 16, to my mind. And in that vein what's wrong with asceticism? Has served some cultures well for millenia.
Anyway, keep up the great thoughts, they're worthy of close attention.
Jack Coleman
Convenience
Unfortunately, I bet it's because of convenience. I bet most people don't want to have to remember their reusable grocery bags. I bet most people don't like having to wash their reusable mug. Why search out a recycle bin when there's a trash can on every corner? Why hunt out a Green product, when there are so many horribly awful products right at their fingertips. We need to make Green convenient.
Lindsey
http://www.Greenjoyment.com