19 Apr '11, 3pm

Mainstream America Unmoved By Green Marketing

Make it Normal: The great Middle Green is not looking to set themselves apart from everyone else. They want to fit in. When it comes to driving mass behavior change, marketers need to restrain the urge to make going green feel cool or different, and instead make it normal. Eliminate the Sustainability Tax: The high prices of many greener products suggest an attempt to limit or discourage more sustainable choices. Eliminating the price barrier eliminates the notion that green products are not for normal citizens. Make Eco-friendly Male Ego-friendly: Sustainability must strike a chord with male consumers by considering what works in traditional marketing. For example, automotive brands with alternative fuel vehicles are finding success by sticking to what has been shown to work - sleek ads with an emphasis on speed and design. Lose the Crunch: Just because a product is green...

Full article: http://www.sustainablebusiness.com/index.cfm/go/news.disp...

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