50 Shades of Green
Finding the Sweet Spot of Sustainable Marketing
Consumer research has shown that there is more than one type of green shopper*. Maybe not fifty. But a lot.
The Sweet Spot of Sustainable Marketing
At one end is a relatively small contingent of "deep green" consumers who place ethical values at the forefront when making purchasing decisions. From there the color descends down the gradient to less eco-focused consumers. These "light green" shoppers may appreciate a product's environmentally friendly qualities, but require a stronger value proposition beyond ecological benefits. Does the product work? Is it affordable? Will it improve my health of that of my family? Most U.S. consumers fall somewhere along the lighter green spectrum.
At the other extreme, there are shoppers who place no value on a product's green attributes. In fact, environmental claims may turn them off entirely.
Within each shade there are further nuances. But the above offers a good starting point for segmenting green consumers.
Match Your Messaging to the Shade
Marketers who heed these studies know that they must tailor their messaging accordingly. The lighter green the target audience, the more a product's eco-attributes should take a back seat to efficacy, price, and/or wellness.
Of course, sometimes these messages overlap. An energy-efficient air purifier can be good for the planet, the pocketbook, and the lungs. But unless you are targeting the deepest of deep greens, messages regarding cost and health should take precedence.
Choose the Appropriate Media Channel
Matching your audience's shade of green to the message is just one piece of the equation. It's equally important to consider the media channel carrying your message. This is especially true for smaller brands with smaller marketing budgets, where every penny counts.
In general, the less targeted the channel, the more likely you are to be speaking to the vast swath of lighter green consumers. A 30 second television spot, even if it has been scheduled for specific networks and geographic areas, is still going to reach a whole lot of people. The message should be tailored accordingly, focused more on the product's value proposition to the consumer than solely on its eco-friendly qualities.
In contrast, media that allows for highly selective targeting gives you the opportunity to tune the dial on your messaging. For example, a Google PPC ad campaign set to display to searchers in wealthy Marin County for keyword "electric vehicle" is a good bet if you're trying to advertise a slick, new, all-electric car. Here, an "easy on the planet" message can trump the "easy on your wallet" message. Of course, testing both messages is the smartest approach. After all, deep greens like to save money, too.
For Clear Vision, Take Off the Green-Tinted Glasses
To experienced marketers, the above is probably not news. While running Ecobunga!, however, I worked with hundreds of small eco-conscious companies and found that many highlighted a product's green message ("Fair trade, organic cotton sheets!") while underplaying its benefits to the individual ("Super-soft sheets bring blissful sleep!")
This is certainly understandable. If you are deeply green, it's hard to remember that others don't see the world through your lens. So whenever I'm handed a green marketing assignment, I let the 50 Shades of Green -- and the sustainable sweet spot -- be my guide.
* Grail Research (2009). Green Revolution.
At the other extreme, there are shoppers who place no value on a product's green attributes. In fact, environmental claims may turn them off entirely.
Within each shade there are further nuances. But the above offers a good starting point for segmenting green consumers.
Match Your Messaging to the Shade
Marketers who heed these studies know that they must tailor their messaging accordingly. The lighter green the target audience, the more a product's eco-attributes should take a back seat to efficacy, price, and/or wellness.
Of course, sometimes these messages overlap. An energy-efficient air purifier can be good for the planet, the pocketbook, and the lungs. But unless you are targeting the deepest of deep greens, messages regarding cost and health should take precedence.
Choose the Appropriate Media Channel
Matching your audience's shade of green to the message is just one piece of the equation. It's equally important to consider the media channel carrying your message. This is especially true for smaller brands with smaller marketing budgets, where every penny counts.
In general, the less targeted the channel, the more likely you are to be speaking to the vast swath of lighter green consumers. A 30 second television spot, even if it has been scheduled for specific networks and geographic areas, is still going to reach a whole lot of people. The message should be tailored accordingly, focused more on the product's value proposition to the consumer than solely on its eco-friendly qualities.
In contrast, media that allows for highly selective targeting gives you the opportunity to tune the dial on your messaging. For example, a Google PPC ad campaign set to display to searchers in wealthy Marin County for keyword "electric vehicle" is a good bet if you're trying to advertise a slick, new, all-electric car. Here, an "easy on the planet" message can trump the "easy on your wallet" message. Of course, testing both messages is the smartest approach. After all, deep greens like to save money, too.
For Clear Vision, Take Off the Green-Tinted Glasses
To experienced marketers, the above is probably not news. While running Ecobunga!, however, I worked with hundreds of small eco-conscious companies and found that many highlighted a product's green message ("Fair trade, organic cotton sheets!") while underplaying its benefits to the individual ("Super-soft sheets bring blissful sleep!")
This is certainly understandable. If you are deeply green, it's hard to remember that others don't see the world through your lens. So whenever I'm handed a green marketing assignment, I let the 50 Shades of Green -- and the sustainable sweet spot -- be my guide.
* Grail Research (2009). Green Revolution.