Most people interested in green
Successful marketing campaigns flow from good information. It’s vital to understand your market, what your target customers think, what they want and how they act. You can do that in many ways: pay attention to research reports, talk to your salespeople to find out what their customers are telling them, ask vendors what they hear, talk to customers, and/or commission original research. We subscribe to several sources of secondary information to stay on top of trends, so our recommendations are informed by valid data.
It’s easy to surmise that American consumers are willing to pay more for many environmentally friendly, or green, products, yet that could be wrong. When asked if they have incorporated some level of greenness in their daily lives, 90 percent of respondents said “yes,” according to a December 2009 Burst Media survey that included more than 1,500 adults over age 18.
The Internet dominates (39.4%) as respondents’ best source of information on green products and practices. It was followed by TV (18.4%), friends and family (9.2%), newspapers (7.1%), magazines (6.5%) and books (4.6%). Men search for information on alternative energy and green technologies, while women look for health recipes, natural remedies and recycling and simple living tips.
Advertising claims that products are green or environmentally friendly were believed by more than half (56.5%) of all respondents. Women are more likely than men to purchase a product advertised as green.
When it comes to presenting green qualities, it’s better to understate. That will lead to increased consumer confidence and trust in your brand. Go with the things you can prove. Speak the truth, and it will pay you dividends.