Companies that have decided to go green are leading by example. But this widespread practice presents two inherent problems when it comes to green marketing.
First, as the environmental culture permeates all walks of life, it becomes nearly impossible to find and define a “green” target demographic group. The once small cluster of “environmentalists” is now part of a larger population, spilling over into a wide range of age groups as well as educational and socioeconomic levels. Sure there are still a group of dedicated environmentalists. However they are now a highly informed, savvy niche segment that needs little, if any, marketing to draw them to greener products and services. The remaining green market is so vast that there is no actual green target demographic group.
The other problem that has arisen for marketers is that “the environment” is a very broad term, encompassing greenhouse effects, global warming, disappearing rain forests, sustainability, renewable energy, air and water pollution, and much more. While the vast majority of the buying public is certainly concerned about most if not all of these areas, they are as a group overwhelmed. In fact, while a number of surveys show that 70 percent to 75 percent of buyers will choose greener products if they are available, only 15 percent of those buyers truly consider themselves knowledgeable about most environmental issues.
Is Niche Green the Answer?
The new green marketing, particularly for small business owners, needs to focus on the same marketing principles that draw customers to buy your products or services now. That remains your core demographic group. They are not necessarily “green” per se but will include that same 70 percent to 75 percent of green-minded customers. It is therefore up to you to find the common denominator that puts “green” into their world.
May 2010 - The New Green Marketing
