London, UK (July 1, 2007)- This Climate Group study discovered that two-thirds of US and British consumers cannot name a single green brand. Similarly, the 2007 National Technology Readiness Survey of 1,025 US adults found that though more than two-thirds say they prefer to do business with environmentally responsible companies, almost half add that it is difficult to find green goods and services.
A prime difficulty that brands have in appealing to consumers on climate change is that the market is strongly divided. The division is not simply between those more vs. less engaged with the issue. Even among the most engaged consumers, there is a critical division between those who are doubtful about prospects and are looking for an authentic, compelling approach that is rationally demonstrated (the Campaigners in this segmentation), and those who are much more positive about our prospects and looking for a more involving and visible approach that makes them feel good emotionally (the Optimists in this segmentation). Similarly, among the least engaged, the Unwilling, who accept the climate change issue but are not interested in doing anything about it individually, are a different prospect from the true Rejecters, who confidently reject the issue as well as the action.
The findings suggest ten tips for marketing your green brand. They are:
1. Make them aware that your product exists.
2. Overcome negative perceptions.
3. Educate them that it will get the job done (as good or better).
4. Simplify why it’s worth the expense.
5. Make yourself widely available and easy to find.
6. Better target to audience.
7. Ideally, the product should cut energy, save consumers money, and save the environment.
8. Be transparent about downsides (get ahead of the spin).
9. Half of consumers want a two-year or sooner return. For marketing trees, this might mean communicating something less tangible but desirable such as the coolness of trees. The public perception of environmental do-goodness is immediate and consistently available.
10. Be where people are, are shopping, or understand how they shop.
Consumers, Brands, and Climate Change