Way back in the day, we wrote a post about “Green marketing,” whereby companies tout their products or their corporate selves as being concerned about, and active in, environmental matters.
At that time, near the end of 2010, pundits were sensing some consumer pushback. How could people NOT do business with “Green” companies, they wondered? Even pay a premium price to do so?
We posited that brands weren’t targeting the marketplace properly – instead of focusing on early adopters and having them help spread the word, they were blasting the entire population.
A year-and-a-half later, where are we?
A Boston agency by the name of Cone Communications just did a survey of 1000 adults, and found interesting nuggets like these:
- Only 44% said they believe marketers’ environmental messages…yet…
- More than 80% would believe a “green” symbol or certification of some sort on a product’s package…while…
- Only 25% care about the “green” details on how a product is manufactured
Which implies that marketers are overthinking this “Green” thing by half.
On the other hand, consumers aren’t. Cone also found out in its survey that 42% of people still won’t pay a premium just because a product claims it is good for the environment (or at least won’t damage the world).
That 42% is about what you would expect at this juncture. But we think that might be the peak. In our original post, we said the “Green” window of opportunity was small. It seems to be nearly closed now.
For illustration, how many of you knew this Sunday is Earth Day? For the scant few who knew, how many of you are observing it in some special way?
To make it less personal, let’s look at the greenest industrial company on earth – GE (see “Ecomagination”). Not a word about Earth Day on its website or its Facebook page.