February 8th, 2010
Cutting Through the Green Haze
Green Haze
How consumer products companies can cut through the growing fog of eco-friendly messaging.
By Beth Bengtson
As consumer product companies deploy green marketing for everything from disposable pens (made from 62 percent recycled material) to fair trade toys, the messaging landscape from the consumer’s perspective is getting quite cloudy.
At SDialogue, we like to call it a “Green Smog.” Indeed, it’s hard for many companies to differentiate their wares in such a cluttered market. Still, research shows that some firms are benefiting from their green marketing efforts – especially when their approach is successfully employed. Moreover, companies that are able to “walk their talk” have the most success as the marketplace is quick weed out inauthentic messages and products.
Successful green marketing stories includes Clorox’s Green Works brand. About a year after launch, the company’s environmentally friendly cleaning products garnered over 40 percent of the market segment for this type of product. Amazingly, the brand did it while not taking market share from existing green brands in the segment such as Seventh Generation and Method.
Key to Clorox’s home run rested in a consumer realization that – given the choice – toxic cleaners are better off not used in their homes. But the products have to work, and Clorox made sure in its messaging that the Green Works brand are effective cleaners while also being comparably priced. The lesson here is that when price and function are comparable, does touting a green message truly make sense.
The key takeaway for consumer goods companies is that your communication strategy requires careful thought and planning. Before marketing the green aspect of your product, there are some assessments that need to be made, and includes:
• Seeing whether your company and product has the credibility to make your green claims. This needs to be backed up with facts and data
• Ask yourself if your messages are relevant and aligned with your business
• Make sure you can translate your facts and data has meaning, and that consumers can relate to it. Moreover, make sure the messaging relates to a consumer’s values
Effective green marketing requires going back to the basics, which centers on knowing your target market as well as making sure the product or service meets the needs of the market. Of course, the pricing has to be competitive and the product should be aligned with the values of your target consumer.
By Beth Bengston
As consumer product companies deploy green marketing for everything from disposable pens (made from 62 percent recycled material) to fair trade toys, the messaging landscape from the consumer’s perspective is getting quite cloudy.
At SDialogue, we like to call it a “Green Smog.” Indeed, it’s hard for many companies to differentiate their wares in such a cluttered market. Still, research shows that some firms are benefiting from their green marketing efforts – especially when their approach is successfully employed. Moreover, companies that are able to “walk their talk” have the most success as the marketplace is quick weed out inauthentic messages and products.
Successful green marketing stories includes Clorox’s Green Works brand. About a year after launch, the company’s environmentally friendly cleaning products garnered over 40 percent of the market segment for this type of product. Amazingly, the brand did it while not taking market share from existing green brands in the segment such as Seventh Generation and Method.
Key to Clorox’s home run rested in a consumer realization that – given the choice – toxic cleaners are better off not used in their homes. But the products have to work, and Clorox made sure in its messaging that the Green Works brand are effective cleaners while also being comparably priced. The lesson here is that when price and function are comparable, does touting a green message truly make sense.
The main takeaway for consumer goods companies is that your communication strategy requires careful thought and planning. Before marketing the green aspect of your product, there are some assessments that need to be made, and includes:
• Seeing whether your company and product has the credibility to make your green claims. This needs to be backed up with facts and data
• Ask yourself if your messages are relevant and aligned with your business
• Make sure you can translate your facts and data has meaning, and that consumers can relate to it. Moreover, make sure the messaging relates to a consumer’s values
Effective green marketing requires going back to the basics, which centers on knowing your target market as well as making sure the product or service meets the needs of the market. Of course, the pricing has to be competitive and the product should be aligned with the values of your target consumer.
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