Green business, green careers and job training
Solutions that build smart communities with green careers and sustainable businesses!
HOME
EDITOR'S BLOG
FEATURE ARTICLES
GET STARTED

Save on Career Education through Lorman Education

Our readers are offered a discount on Lorman seminars and courses. Check out their business, management and legal offers at this link to qualify for our discounts. They also offer green business training opportunities. Please visit http://www.lorman.com/training/CaliforniaGreenSolutions for a complete listing of courses. Register online or call Lorman at 866-352-9539.
Home > By DEPARTMENTS > Sales and Marketing > Marketing Management > Green Marketing Trends

Consumers Only Partially Embrace Green Products

Heresy for the marketplace...common sense and respect for our customers

Find green business solutions
peanut oil biodiesel history

Green Business Strategy

The following notes taken from a summary of a recent executive summit on business strategies point out something very obvious, but ignored by these business leaders. See if you see what I see...and I'll comment in depth at the end of the article... At the 2007 Consumer and Retail Summit hosted by Reuters, business leaders said that even though companies are greening products of all kinds, buyers are unwilling to pay a green premium.

Reducing packaging, developing sustainable alternatives to current products, and increasing energy efficiency are all ways companies have begun adapting to the green revolution. But changing customers habits won't be easy, leaders said.

  • "How do you convince consumers that small is beautiful in laundry?" Keith Harrison, Procter and Gamble's global product supply officer.
  • Industries are finding that despite the talk from consumers that green is a top priority, they haven't completely committed to the idea.
  • As to fashion, consumers want it to come from their familiar designers. As much as anything, sustainable products are going to be driven by what the designers are out there providing.
  • And price is still a bigger factor for consumers than energy efficiency
  • There is sensitivity, but they probably aren't ready to accept performance trade-offs...

Editorial response to these comments

The market knows. The public sees what their suppliers do. And just like children do what their parents do...not what they say.

When corporations talk out of both sides of their mouths, the public begins to catch on. When corporations talk about the millions and billions they are saving because they finally decided to curtail corporate waste -- the public hears the kaching.

When corporations announce unprecedented levels of profit...the public takes note.

When advertisers promote more, bigger and high prestige in their commercials...the public is influenced.

And when big business pays millions for a star's face on their packaging...the green-conscious public winces.

When companies then put products on the shelf that are higher priced...the public balks.

The green movement is more than a fad. It's about putting common sense back into our society. That means that manufacturers and advertisers also have to take a step back...and be more real, more honest, more conservative all the way through the process.

Everyone has to think about how NOT to spend more money. How to bring back a more real shopping experience, bartering and family time and friendship and integrity. Real values. Not just MORE.

Companies who bring out simpler packaging (or no packaging), who promote common sense even if it reduces the amount of product they sell will be the winners in a green world. One of these days Americans need to stop consuming four times their global allotment of resources. We can't have our cake and eat it too. And the public WON'T PAY MORE FOR HYPE. The public is telling us with their actions that they expect common sense to have a common sense heart, mind and message.

The real strategy companies need to be thinking about is how they are going to thrive (or survive) on less. (That's business heresy, I know.) How companies and communities can cope with more people and a declining availability of necessary resources such as fresh water, copper, wood, clean air, nutritious food, healthy lifestyles, and educated labor (because they can't afford education when they are paying a premium for all those greener products.)

Everything is connected to everything.

Promoting energy saving products with manipulative techniques such as bright lighting, perfect models and perfect smiles... is the OLD WAY of unsustainable marketing. Get real. That's the new way to make and market real world responses to the over-the-top extravaganza that we have been inundated with for the past decade or more.

There is a rich tradition in recent centuries of breakthrough success by companies who provide "cheaper and easier" solutions. Green offers that opportunity, but only if designers and manufacturers and marketers think green as a solution to the world's Problem (with a capital P) instead of green being another marketing opportunity that's the same old swarmy pathway to profit just for the sake of profit.

Authentic common sense what green is about. Real quality. Real values that respect one another.



Edited by Carolyn Allen, owner/editor of California Green Solutions
Green Solution Providers
Green companies directory
Submit
your green solutions - business, nonprofit, government program.
It's free.
| green marketing | green business | green product development |

Share in Social Media

Sign Up For News & Information
Subscribe to our free solutions newsletter
BONUS DOWNLOAD (PDF)
"Ten+ Tips for Greening Your Office"

SUBSCRIBE HERE
Read prior issues: California GreenLines

Search For Green Solutions

Custom Search
Green Career Center
Green Job Wizard
Career Certifications Directory

green job training certifications
Green Biz Center
Solutions For Green
Directory of Green Companies

Solutions for Alternative Energy

rose in natural systems
Green Living Center
Solutions for Green: Consumers

Solutions for Remodeling

Backyard Nature Center

INSTANT GREEN POLL

"Knowing is not enough; we must apply. Willing is not enough; we must do." Goethe
RECENT ARTICLES
SITE NAVIGATION
ABOUT US

Related Articles

Peddler's Creamery in LA seeks Kickstarter support

US takes China to WTO court for pushing clean energy too aggressively ... HUH?

Starting a Business? LLCs, LLPs and Partnerships: Organization and Operation Santa Ana, CA - December 2, 2010

Related Green Resources

Marcom Tips
Interactive & Video Tips

Career Resources

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

Job & Career Resources

Governance
Management
Manufacturing
Operations
Facilities
Transportation
Finance
Sales & Marketing
Human Resources

Green Economy

Business Sectors
Natural Resources

Solutions For Green

About Us ~ Privacy Policy
Contact Us ~ Home

Text Link Ads

AD: Place your link here

ABOUT CALIFORNIA GREEN SOLUTIONS

We help you green your career, workplace and community by connecting you to quality green, sustainable and high performance resources. California Green Solutions focuses attention on effective solutions that sustain our natural systems. You can support our editorial work by supporting our advertisers and spreading the word about best practices and green solutions.
California Green Solutions is a publication of Carolyn Allen ~ Copyright ©2006-2030 Carolyn Allen

B2B | Job Certifications | Alternative Energy | Events | Green Directory | LED Lights | Remodeling |
CONSUMERS | Backyard Nature | Senior Health | MultiMedia Marketing | Marketing | Networking Events | Japan |