09 Aug '12, 6pm

4 rules for making green products irresistible

4 rules for making green products irresistible

With the popularity of organic food on the rise, more organic products are showing up in stores. Whether in regular aisles or hidden away in “the green ghetto,” organics are getting shelf space where they used to have no shot. For a guy like me, marketing sustainability, this retail success trend begs the question, “Now what?” That is, now that organic products are gaining prominence in store, what do these products need to do in order to gain prominence on shopping lists as well? Of course, generating “gotta-have-it” demand is the ultimate goal. But in the sustainability realm (and we’d put organics squarely in that bucket), you have to navigate roadblocks that just don’t exist in conventional product marketing. So here are four communication “musts” to successfully market an emerging category like organics: First and foremost, don’t preach. Mainstream consumers don’t wan...

Full article: http://www.greenbiz.com/blog/2012/08/09/4-rules-making-gr...

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