15 Sep '11, 3pm

12 Ways To Turn Green Intentions Into Green Actions

Make green normal : Mainstream consumers are reluctant to go green because they don’t want to be seen as ideological crusaders. Going green attracts unwanted attention from their families, friends, colleagues, and neighbours as if they have adopted a new identity and that they no longer belong to the main group. Marketers should make consumers feel like everybody’s doing it. Show them numerous cases where other people just like them are also going green. Make middle-of-the-road mainstream consumers feel going green is normal behaviour, not oddball behaviour. Make it personal : Don’t focus on the benefits for the planet or future generations, but on the benefits for them personally, e.g. less toxin going into their body Make green choice the default : Green is not an optional extra. Don’t ask consumers choose to go green. Green should be the default choice. For example, mak...

Full article: http://www.environmentalleader.com/2011/09/15/12-ways-to-...

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