Jacquie Ottman's
Green Marketing Blog
What If Mainstream Consumers Don’t Care About Green?
August 14, 2009 by Jacquelyn Ottman
A professor from India queried me this morning about this intriguing green marketing question: How are we going to serve the customer who is not at all worried about green? In India with the kind of population we have the awareness levels I feel India is going to be a tough market where people are more price concious than Environment.
Government may or may not provide any incentive to the green consumer.
My answer (and I hope it's not too glib): Not to worry! Most green products simply work better. So highlight the direct consumer benefits instead. The Toyota Prius launched with a campaign targetted to technology enthusiasts that underscored the quiet ride and new technology. Tide Coldwater focused mainstream consumers on the money to be saved on hot water bills. Each overlaid their campaigns with supplemental messages to green consumers.
And then there's also the opportunity to educate consumers about the environmental issue that your product does solve as part of your marketing campaign. See my article on this website entitled, Five Simple Strategies of Green Marketing.
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