People Won’t Buy Green for Green’s Sake

Linkedin Google+ Facebook Twitter StumbleUpon Email

Triple Pundit featured a great panel summary from last week’s State of Green Business Forum (image by a Geek Mom). Of the four green marketing points, the first title was a message of clarity: “No such thing as a green consumer.”

Continuing forward into the panel report, it says:

Although perhaps about 7 percent of consumers are motivated by altruism, the majority are motivated because they see the product as better in some way for themselves (such as health, lower energy cost, or safety). In many cases, the green product is the tiebreaker or the cherry on top, thus green consumers must see the product as the same, or better, than the competition.

The issue becomes more than that of diffusing new technology. Companies are creating green products as separate items in their line-up. Or they green their existing products and charge a healthy wallop for the new technology diffusion. Instead the real approach must be making green an cost competitive feature set for existing products.

Such a simple thing. It makes sense really, and explains why so much geeky, cool green tech doesn’t actually make it on the mass market.

It also explains why there’s so much greenwashing on today’s traditional products. Manufacturers are fudging the line for that extra push and sale.

What do you think? Will the captains of industry move to hasten green diffusion by making it more pragmatic and affordable? Or will this just continue the trend of consume in spite of ecological impact?

Geoff Livingston is a regular contributor to the Live Earth blog.

Linkedin Google+ Facebook Twitter StumbleUpon Email

A New Novel from Geoff Livingston

Want news and an advanced copy of the book?
Your info is never shared

Check Out My Photo Portfolio

Posts on Other Blogs

Huffington Post

Cision Blog

Inspiring Generosity


The Buzz Bin



MarketingSmarts Podcast

Buy Perseverance Today

Purchase the book on Amazon or iUniverse!

101 Things, a Bucket List

Pacific Sunset

My Photos

Survivor by Geoff Livingston
Pink Hall by Geoff Livingston
Hints of Sunrise by Geoff Livingston
Celebrating Manhood (Bar Mitzvah) by Geoff Livingston
Aunt Brenda's Traditional Thanksgiving Turkey by Geoff Livingston
Uncle Paul's Smoked Turkey by Geoff Livingston
Thanksgiving Sunrise on the Delaware River by Geoff Livingston
A Pebble Beach on the River by Geoff Livingston
Freedom Begins at Home by Geoff Livingston
The Jefferson Memorial on a Foggy Night by Geoff Livingston
Capture an Icon by Geoff Livingston