Did you know that 80% of consumers believe that they are at least partially green1? This means that 4 out of every 5 people out there are looking for products that are sustainable, at least part of the time. By ignoring brand marketing you could potentially be turning away a large portion of your customer base, so it’s worth thinking about.

Types of Green Consumers

In the past, in order to consider yourself “green” you had to use recycled everything, abhor meat and dairy and basically weave your own hemp clothing. Today is a bit different. People embrace the green they can live with – with leads to various types of green consumers. It is important to understand these types of consumers in order to brand your product accordingly.

Behavorial Green Consumers These are green to the core consumers who buy only products which have a neutral or positive impact on the planet, and will go far as to spread the word about products – both positively are negatively. A great consumer to have on your side, not so good if they are against you.

Think Green Consumers – Consumers in this group try to act green when they can, but if it is not convenient or doesnt’ fit some other personal criteria, such as budget, they will buy a non-green product.

Potential Green Consumers – Basically on the fence about whether they care enough about green issues, these consumers can be encouraged to buy green products, as long as it is easy and fills there need.

True Brown Consumers – These consumers generally ignore environmental issues, and may go as far as to avoid companies who market their product with a heavy green focus.

green-consumer-shopping-cart1Marketing to all Shades of Green Consumers

The trick when you are planning a green marketing campaign is to try to achieve a balance between environmentalism and convenience, so you can accommodate all shades of green consumers and get a wide market base. Here are some tips:

Avoid the green hype: Too many companies plaster ‘green’ all over their marketing campaigns only to find that they turn consumers off. Not every company can be green, and consumers know that. However, you can do what you can to reduce your impact on the environment, such as carbon offsetting, reducing paper waste, or promote green charities through your website. That’s something worth noting to the public.

Keep it low-key: When your ads, packaging or website just repeat the words “environmentally friendly” and “green” everywhere you lose credibility, and customers. Instead try something like “we are committed to reducing our impact on the environment by…” Just simple state what you are up to without the bling.

Listen to your customers: Use social media to not only to promote your company and products, use it to get feedback from new and regular consumers on how you can improve products to give them a more “green” approach. Post polls, listen to your customers, and act on the results.

Final Thoughts

If you truly want your green marketing campaign to succeed with all shades of green consumers, always abide by this mantra:

 

 

Approachable, Believable, Doable2