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Wednesday, 27 January 2010
Making Green Look Normal...
I was quite harsh on John Grant's Green Marketing Manifesto when I reviewed it, but while I'm doing the zillionith edit to The Green Executive, I've been having a think about his main maxim:"Green Marketing is about making green stuff seem normal, not about making normal stuff seem green"
The first part is really quite powerful and chimes with the need to aim green products at the mass market rather than the green niche to get any worthwhile impact from and environmental point of view. And the second part really skewers greenwash - that if you want to be green, you've really got to break from the norm, not put a green prism in front of what business does as a matter of course.
I like it. I like it a lot.
Labels: green consumerism, green marketing, greenwash
# posted by Gareth Kane : 07:00
0 Comments
Thursday, 12 June 2008
The Dichotomy of the Green Consumer
I was at a climate change conference last week, where one of the few diamonds in the dross was a presentation by IPSOS MORI on their research into consumer attitudes on climate change and low carbon lifestyles. One pair of questions really summed up the dichotomy that we have to face in the green economy. The research hasn't been published yet and I didn't scribble the statistics down fast enough on the day, but here's the gist of it:Q. "Would you buy a solar panel for your house, no matter what they cost?"
A. Yeah, sure!
Q. "Would you pay £5000 to get a solar panel put on your house?"
A. HOW MUCH???!!! (much swearing under breath)
I think this demonstrates that while green markets are expanding fast, for most is from a very small base. While the mainstream may think they are green, they're not going to queue outside the bank to get a loan to invest in the lifestyle. Only in markets where there is a clear benefit (or perceived benefit) to the consumer do green products out perform the traditional, eg A/A+ rated white goods (money saving and kudos - who wants a C rated anything?) and organic baby food (we don't like the thought of feeding crap to our kids).
So if you're working on a green product or service don't forget that quality and price will be just as important as green credentials.
Labels: green consumerism, green marketing
# posted by Gareth Kane : 08:07
0 Comments
Wednesday, 16 January 2008
DEFRA
DEFRA has released a weighty report breaking down the attitudes and behaviours of the UK public and proposing a framework of how to 'green' those attitudes and behaviours.They propose 7 population segments (with my slightly less subtle interpretations of what they mean):
1. Positive Greens - 18 % of the population - will do as much as they can.
2. Waste Watchers - 12% - naturally dislike waste but not environmentally motivated.
3. Concerned Consumers 14% - would like to do more, but struggle with lifestyle choices.
4. Sideline supporters - 14% - concerned, but not acting.
5. Cautious Participants - 14% - will follow the crowd.
6. Stalled Starters - 10% - don't know much about the environment.
7. Honestly Disengaged - 18% - Jeremy Clarkson.
The report also sets 12 headline goals running from "install insulation" through to "eat food locally in season". It then plots which of these goals each segment is most likely to be persuaded to achieve and by what method. Interesting stuff, particularly those trying to change behaviour, although I'm sure there will be some debate over the segmentation.
Back in July I mentioned a GreenBiz report on US consumer attitudes. They found that 29% didn't care about the environment. If you count segments 6 and 7 above as not caring (deliberately or through ignorance) then you get 28%. Obviously this is an unscientific comparison - but surprisingly similar given the British perception of our cousins across the pond as uncaring when it comes to the planet.
Given this and the general blame thrown at China, maybe someone should do a study on green xenophobia...
Labels: defra, green consumerism
# posted by Gareth Kane : 10:00
1 Comments
Friday, 30 November 2007
"Ethical" consumer spending doubles to 5%
The Co-operative Bank is reporting that ethical* consumer spending in the UK has doubled to 5% of our total since 2002. Food in particular is one sector where consumers are choosing fairtrade, organic and sustainably sourced products, breaking through the 5% 'glass ceiling' to hit 7%. Energy efficient white goods continue to grow ever more popular, up 44%, aided by easy-to-understand energy ratings.This clearly shows that the opportunities in green markets are real and fast growing. However it still bothers me how rubbish some 'green' products are. Normal people (ie outside the treehugger niche) will only buy green if they think they're getting reasonable quality/performance in particular and that they aren't being ripped off on price. It is that simple.
* "ethical" covers choices informed by human rights, social justice, environment or animal welfare
Labels: green consumerism
# posted by Gareth Kane : 13:20
0 Comments
Wednesday, 12 September 2007
Anita Roddick: The Legacy
I assume that anybody reading this blog will already know that Body Shop founder Anita Roddick sadly died on Monday night at the age of 64.I never met her personally, but I have spoken to several people who had worked for her at different times. "Force of Nature" seems to sum her up on many different levels - her unwavering commitment to the environment and trade justice, and her personality and business style. Rumours abound of multiple teams of Body Shop staff doing the same project because she had simply forgotten she had already asked someone to do it. She was also withering to anyone who dared question her or her business's integrity.
But none of this detracts from her colossal achievement - to put a 'green' business emporium on almost every high street across the Western world and beyond (2000 stores in 55 countries), mainstreaming environmental and ethical concerns into the life of the ordinary consumer. No one has done it since.
I believe her success is down to one of the key rules of running a green business - grasp the environmental agenda as an opportunity, but don't forget you are still running a business. She may have been chaotically disorganised but I am told she surrounded herself with people who really knew how to run a business. She then focussed her efforts on her strengths - particularly public relations. I heard an anecdote from one of her ex-employees that when she opened her first store in Brighton she would empty a bottle of essential oils over the pavement every morning to entice in passers-by. Not exactly eco-friendly, but very effective salesmanship.
She could never be accused of being afraid to make money - the press reported that events organisers at the Rio Earth Summit in 2002 were told an appearance by Mrs Roddick would cost them £30k plus 5 star hotel accommodation and a first class air fare. She saw no contradiction between such a lifestyle, being the figurehead of a global brand (which she then sold to L'Oreal), and joining anti-globalisation protests.
Love her or loath her, we've lost a true maverick genius in Anita Roddick - and green entrepreneurs could do worse than copy her wholesale.
Labels: anita roddick, body shop, green business, green consumerism
# posted by Gareth Kane : 09:30
0 Comments
Friday, 27 July 2007
Green Consumers are 'Mushy', US study finds
I've just been reading an interesting piece on GreenBiz on a study of consumer attitudes in the US. The conclusions of the article are:1. That green consumerism is still in a niche,
2. That attitudes are 'mushy' - ie that actions don't always follow attitudes.
I thought that the first conclusion was a bit harsh - the study found that only 29% of US consumers didn't care at all about the environmental impacts of their behaviour. Not bad, in my opinion.
But the mushiness is a real issue. The sales of A-rated energy efficient white goods may be booming, but the Energy Savings Trust estimates that sales of patio heaters are likely to double in the next year. Just after hearing this on the BBC, I got a call from a local radio station looking for my views. I usually try and give a balanced view on any environmental issue, but when it comes to patio heaters I have to be scathing. From a green point of view they are evil incarnate and I told them that straight. I suspect, like 4x4s, public opinion will start to turn against such heaters and trying to heat the atmosphere while you finish your bottle of rosé will become unfashionable again.
BTW, the best solution to living an outdoor lifestyle in a cool climate I have seen was in Copenhagen where pavement cafes provide you with a big fleecy blanket to wrap yourself in while you enjoy your Carlsberg. Fantastic.
Labels: green consumerism, patio heaters
# posted by Gareth Kane : 07:59
1 Comments
A highly accessible, practical guide to those who want to introduce sustainability into their business or organization quickly and effectively.
