Carolyn Parrs of Living Green Magazine advises green marketers to hone in from the ideal to the personal. Consumers will be a lot keener on listening to green messaging that hits close to home, whether it’s money, family, or health. Moreover, consumers have varying degrees of environmental commitment. The breakdown, according to Parrs, is this:
- Deep Greens make up 19% of US population and are the most gung-ho about greening
- Medium Greens make up 33% of the US population and will forgo green products for practicality and price
- Light Greens make up 16% of the US population and will only buy green products if it costs the same or less
From my analysis of the two articles, here are some things to keep in mind when marketing your eco-friendly product:
- Identify: are they Deep, Medium, or Light Greens?
- Don't Alienate: you may face backlash from the alienated segment.
- Dig Deeper: what are some other motivators of your segment?
These are just some beginning steps to hone your environmental messaging. By bringing environmental messaging closer to home, we can help consumers make choices that can help the ice caps and rain forests stay just where they need to be.