“There is tremendous interest in the whole category,” said Phil Greenough, Greenough Communications, a company helping marketers and brands get the most from green communications. “There is a pent-up demand for information – from the investor level, government level and the business opportunity level.”

For Joe Consumer, the key is doing the right thing. Does a company have a green product? Does a company use green shipping materials? Are companies doing their part to leave a green footprint?

“Particularly for people coming into their 20’s,” Greenough said. “They are much more away of the environment and as they make decisions we’re finding that the interest level is in the ‘green footprint’ and understanding the impact for products and services.”

A recent Generate Insight study found that, while all consumer demographics are at least somewhat interested in going green, Mature consumers (89%) are the group which always recycles, followed by GenX (consumers between 26 and 40; 69%) and Boomers (67%). The study also revealed that many younger consumers currently feel that green products are inconvenient or require too much effort.

Which leads us to the “Don’t’s” portion of this article. Greenough suggests:

• Don’t make claims that are untrue because consumers will discover the truth
• Be authentic – “Even if you’re not making a big splash,” Greenough says, “it is more important to be true than to dress [a product] to be different than it really is.”
• Be real – don’t make the Wal-Mart mistake of using ‘fake bloggers’ to push traffic or sales

“Everyone is trying to understand, at a high level, what the trends are. People are looking for the innovations that will make change. [Green businesses] have to show leadership through innovation, that is what grabs the consumer and then they can make decisions about how to live a more green lifestyle.”

But, is there a true marketplace for green products and businesses? Greenough insists that there is – but the green must come with a value proposition. Consumers will use green products if the product leaves a better green footprint, saves them money or benefits the environment.

Which brings us to the “Do’s” section of this article:

• Make time to really explore the issues so you can speak to them
• Give the clients value from the green product
• Use social networks – “There is a lot of consumer generated content. At the core. . .is a story. Understand your story and make it commanding. You’ll start to build an awareness for the company/brand.”

Source:

• Biz Report