Skip to content

Why Marketing “Green” Doesn’t Work

04/22/2010

Marketing eco-friendly products isn’t as easy as it might seem, particularly if the products involve some kind of sacrifice or behavioral change on the part of the consumer.

Individual purchases have little to do with the greater good of society and everything to do with individual preferences.

Appealing to people’s concern for the environment isn’t a winning strategy, at least by itself.

Products need real features and benefits that consumers want and will pay for. If it’s a great product that does wonderful things for me and it’s green – it’s a bonus.

Two weeks ago I mentioned a company called Vast Enterprises. Vast manufacturers pavers “bricks” out of recycled tires. Here’s the benefit: Vast Pavers are lighter, more durable and not any more expensive. Oh, and by the way, the are made of old tires that might have otherwise wound up in the landfill. That’s a green benefit consumers can get behind.

Vast Pavers

Advertisements
No comments yet

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: