09 Sep '11, 4pm

Advice to Green Marketers: Forget About Green

For all the energy dedicated to the growth of the green consumer market, there's an enormous bias, both overt and unexpressed, against sustainable/responsible products. People are predisposed to see greener as being more expensive and less effective. And in my mind, some of it is justified, with companies that lean too hard on the crutch of green, neglecting quality, durability and efficacy. Though LOHAS evangelists would have you think otherwise (and I would like to think otherwise), there is still not a majority percentage of the population that actively, regularly chooses green in their purchases. At least, not without external motivation. They may have the expressed desire and passion (see : every study ever published on the habits of green consumers ., but how do you turn that passion into action? Definitely not by guilt. The surest path to resistance is to attempt to...

Full article: http://www.greenbiz.com/blog/2011/09/09/advice-green-mark...

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