People Won’t Buy Green for Green’s Sake

Linkedin Google+ Facebook Twitter StumbleUpon Email
3312302521_1670542dbb.jpg

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

Work with My Company

Tenacity5 Media Logo

Buy Exodus for Just $0.99

You can buy the book from these vendors, including $0.99 on the Kindle store.

101 Things, a Bucket List

Pacific Sunset

Posts on Other Blogs

Vocus Marketing Blog
(2012-present)

Inspiring Generosity
(2011-2012)

Mashable
(2009-2011)

The Buzz Bin
(2006-2010)

Archives

Categories

My Photos

The Big Chief (@NatsBigChief27) Runs for First Place #Natitude by Geoff Livingston
The Rays of God by Geoff Livingston
Roosevelt Bridge at Dawn HDR by Geoff Livingston
Summer's Last Warriors by Geoff Livingston
Nocturnal Purple Delight by Geoff Livingston
Morning Gold by Geoff Livingston
Glorious Morning Light by Geoff Livingston
Ready for the Bees by Geoff Livingston
Reach for the Light! by Geoff Livingston
Break on Through to the Other Side by Geoff Livingston
Basking in the First Sun Rays by Geoff Livingston