Many consumers are skeptical about the efficacy of green products. A new study suggests that a growing number of shoppers are purchasing recycled materials and green-themed merchandise.
Consumers are more likely to make sustainable purchases when they believe they will get a good return on their money. However, it’s a difficult task for companies to develop meaningful and relevant sustainability efforts.
Often, these efforts fail because of a lack of marketing. Some marketers mistakenly use terms with no clear meaning or make the wrong kind of green claims.
To make green products work, a company must first build credibility. They can do this by focusing on core values rather than buzz-phrases.
Another way to boost your brand’s sustainability credentials is to promote your company’s innovative design. For instance, a high-efficiency light bulb can save you a considerable amount of money over its lifetime.
A programmable thermostat can cut down on energy costs. These types of products are more expensive up front, but the savings will be worth it over the long run.
Guilt appeals are a common tool used in green marketing, but they’re not always effective. Using explicit guilt appeals may irritate people and lead to anger.
The best way to avoid these pitfalls is to do your research. It’s important to know the most relevant facts and statistics about your industry. You can also do a bit of comparison shopping before you go all in.
For example, you’ll find that organic cereals don’t taste as good as their conventional counterparts. But that’s not a reason to abandon them.