Green Marketing – Why it’s not working for some, but can work for you
I recently spoke at the GoGreen Conference here in Portland, and during my remarks I referenced a recent study from Grail Research that showed that “85% of consumers are either unaware of–or cannot recall–the green initiatives of companies like Hewlett-Packard, Estee Lauder and Intel, even though those companies are recognized as leaders in sustainability.” My point in referencing this study was one part frustration and one part celebration. Frustration because I am a true believer in the need for corporations to grow their sustainability efforts, and that buyers will ultimately reward them for it. Celebration because throwing money at green marketing is not working for companies with huge budgets, leaving the door open for small business to compete with their own green message–if they do it right.
And the way to do it right? Quit talking about what you’re doing to be more sustainable and start SHOWING it. Invite your customers, prospects, and employees into the process, and live a more sustainable existence together. Thanks to social media and the power of storytelling among other advancements, the barriers are effectively gone–and the costs are tiny compared to what HP might pour into a single ad in the Wall Street Journal.
And while From The Rooftops would love to help, you might not even need us. We’ll explore this theme and others here over the coming months, and hope you’ll find the conversation rewarding. –Scott
