Crossing The Green Chasm ... Waiting and Evaluating
Marketing Green vs. Paying for Green... or Value?In visiting with a green manufacturer recently, he hopefully asked, "How much more will people pay for green products?"
My answer, "Not much. They pay for additional VALUE, not GREEN."
This is the same challenge conscientious, conservation business people are facing: how do we translate the green benefits into VALUE propositions that people can get instant gratification from?
Some are taking the tact of "glamour". Others, prestige and innovator status with bragging rights among the in-crowd. Others are selling the concept of savings from energy use.
Others are waiting.
Waiting for what? For compliance to kick in. For carbon trading to kick in. For carbon tariffs. For carbon taxes. For prices of oil to rise.
Watching and planning and waiting is what constitutes a "chasm".
Marketing Chasm for Green Solutions
This marketing term was coined by Geoffrey Moore who wrote the book "Crossing the Chasm" in 1999 to illustrate how high technology's early bell-curve product life cycle was broken with hesitancy at a predictable point.
2007-2008 is that "Chasm" for many green business-to-business applications.
Innovators and Early Adopters Test InnovationsThe early adopters have been corporations who have bought "test" units and they are testing them. They are communities who have instant savings from long term energy glut applications such as street lights or potential litigation from health impacts such as schoolbuses.
They bought. They're testing and sharing the results with the rest of us. We're waiting for the rules of the game to become clear before we buy more.
But some things are different between the green revolution and the technology revolution in the desktop computer era. We ARE living in challenging times.
Consumers Are Ahead of BusinessRecent research showed that consumers are ahead of business in adopting green solutions. They are recycling. Changing light bulbs. Buying organic. Walking and biking. Buying hybrid vehicles. Buying Energy Star applicances.
Businesses aren't putting systems into place for purchasing greener products. They aren't collecting used paper. They aren't replacing paper plates with permanent servicewater. They aren't buying hybrid cars. They aren't retrofitting HVAC systems.
Businesses are waiting for legislation that will affect their tax credits and their compliance behaviors.
Businesses are going to seminars and searching for case studies and testing demo equipment. And waiting.
That's the chasm.
The questions that must be answered is "Then what happens...?"
After the ChasmEmployees are learning about green solutions at home. They are replacing faucets, recyling their trash, measuring their electrical usage, locating biofuel fueling stations.
These innovators will be the leaders in the workplace when it breaks loose...and then, Katie bar the door!
They will be ready. Will you be ready?
The Bowling Alley
Other green and sustainable solutions, such as water conservation, zero waste, and green retrofits for buildings are harder, provide longer term or less obvious results -- and they will thrive in later stages of the technology life cycle.
Knowing which of your products can be attached to SPECIFIC market applications can help you tailor your marketing and your message to these "bowling alley" buyers.
Green Building - Example of Tornado Stage MarketingGreen building and development (NEW buildings) is a good example of one segment of the green space that has reached The Tornado stage.
Supported by the USGBC and other green certification and training programs, new green building technology has
New green building has crossed the chasm, has been applied to specific applications such as schools and colleges and state office buildings... and is now an accepted part of the architectural field with training, employment opportunities and materials suppliers all lined up for the ride back up to the bell curve apex.
Cities are strengthening the mandates across the entire development sector that all new buildings must meet tighter building codes that meet green building and sustainable community goals.
Translating Computer Tech to Green TechTimes have changed. The challenge is different. Compliance issues are different. And the economic mix has changed. But the chasm concept is partly an observation about how people and how groups work. And that doesn't change a lot over a few short years.
We will be bringing you more information about how green marketing fits this product lifecycle timeline in future articles and learning platforms.
ResourcesThe Chasm Companion by Paul Wiefels with a Foreward by Geoffrey A. Moore provides implementation guidance to "Crossing the Chasm" and "Inside the Tornado".
Customers Less Tolerant of Employee Rudeness Than Incompetence
US, Americas, Asia and Europe Talent Outlooks Beyond 2010 - Strategy Shift!
Related Green ResourcesMarcom Tips
Interactive & Video Tips
We encourage lifelong learning to support sustainable communities and provide these select resources to help you pursue green and sustainable self-development:Lorman Business Training Directory of On-line Business and Compliance Classes
Green Job Wizard Job and Career Certifications Directory
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