Next Generation of ‘Green’ Consumers
When it comes to buying green, consumers are likely to favor value or economic products rather than pay for premium items, Brand Republic reported this week. The same article says the struggling world economy is the reason behind the recent change in behavior, and that marketers should be aware of four new green consumers:
- Conspicuous (non-) consumers – these are the people that “wear their green credentials on their sleeves” and aren’t afraid to pay a premium for environmentally friendly products. They won’t give their first-class seats, but will offset their carbon emissions along the way.
- Eco-frugals – this growing number of consumers is happy to be green, when they can afford to do so. You can count on them to change simple behaviors, such as turning off lights when they leave a room or recycling at home, but it doesn’t mean they’ll pay more for your efficient product.
- Day green-believers – you can count on them to pressure companies to do the right thing, and genuinely seek ways to improve their own behavior to mitigate their impact on the environment. They’ll be the first to call a greenwasher by its name.
- Green refuseniks – don’t count on selling this group of consumers anything green because they’re not ready to give up their gas-guzzling four-wheel drive vehicles, or admit that global climate change is directly related to human behaviors.
Trade Show Marketers
Avoid greenwashing. Marketers should always be aware of who is buying their products and why they’re doing so, regardless of whether its an energy efficient widget, organic foods or some other environmentally friendlier product. Three if not all of the four consumers mentioned above are highly media savvy, and know when they’re being sold something that doesn’t fit the bill.
Let me know if you’ve noticed any trends in marketing your green products by posting a comment in our Ask and Expert form. I will then respond to it in one of my next blogs.
