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Reaching the Green Consumer
February 1, 2008

Posted by CindyC in : Opinions & Thoughts , trackback

I guess I’m a sucker for catchy headlines this week.
Don’t Bother with the “Green” Consumer

At first I thought it would be a disparaging piece on the environmentally conscious buyer since it originated from the venerable but often conservative Harvard Business Review. But as I read on, I was pleasantly surprised. The takeaway is elegantly summarized:

Instead of focusing on a green niche, focus on green behaviors that everyone can aspire to.

The author surmises that many companies specifically reaching for that green consumer get stuck in the “green ghetto”. Large companies try for the green niche but fear alienating the mainstream consumer; targeted companies achieve the reach but realize they can’t grow beyond the niche. The end result is the slew of middle-of–the-road, green washed products and messages that aren’t genuine or effective. To avoid green washing, companies should search for the inspiration and focus on the green OUTCOME.

I whole-heartedly agree with the conclusion. Companies need to stop looking for green angles to exploit and instead figure out how their products can actually benefit the environment. It’s been a while since I’ve read something I liked in HBR but read for yourself and tell me what you think.

CindyC at Organicpicks

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Comments»

1. Graham Crisford - February 1, 2008

Thanks for bring this article to my attention. I will put it in our News Section. I didn’t know the HBR existed [will I be banned from entering the US?] I’ve a lot to say on the subject, and comment regularly by creating links for people to see on our Organic website, OrganicAssistant
http://www.organicassistant.com/messageboard/

2. CindyW - February 1, 2008

For the most part, I agree with that perspective. I try not to buy products that I don’t actually NEED. But when I do need to buy a product, I want to get one that fulfills my need. For instance, I was in the market for a few casual shirts, I could not bring myself to buy hemp shirts, because they did not look good (yeah, very shallow indeed. But). PrAna is my choice, because the clothes are nicely designed and edgy - primary reason. Secondarily they are mostly made from organic cotton. Don’t only market green, design green into the products.