If you talk to people or read blogs online you will start to think that everyone wants to buy organic fruits and vegetables, free range eggs, sustainable fabrics and fair trade coffee. Yet, when these products are offered they are not always that quick to fly off the shelf. Why? Well, while it seems that people want green, they also sometimes fear green at the same time.
Does Green Sell? Some people will tell you that green definitely sells, that people are searching for green today, willing to pay more. This is sometimes true, but as many retailers and product manufactures are learning people are more likely to want a good product that works, at a good price. Now, let’s be clear – people do like green. They also want “the best”, “most effective,” “works every time” and other buzz phrases. They want a laundry soap that will get their whites white and get their colors bright. First and foremost they want the best product. Being green is an added plus!
How Can You Make Green Sell? Does this mean that green products do not sell? Not at all. It simply means that for most consumers products do not sell simply because they are green. Thus, when you are developing your packaging, advertising and slogans be sure that you are touting how effective and superior your product. Then mention that it has the added benefit of being green. People do love green, but only early adopters (read “granolas”) will buy anything just because it is green. Most mainstream consumers are happy to go green if it is just as cheap and good a product as what they are used to, but they are not willing to sacrifice performance, price or convenience for the environment.
Things to Remember When it comes to Green Products When it comes to marketing your green products, there can be some challenges. So, remember the following tips:
- Green does sell… in some markets, with some consumers. So do advertise in green publications or websites, so that those people who are searching for green products can find yours.
- Most people want a good, useful product at a reasonable price above all. On packaging and mainstream advertising materials make a bigger deal about how good your product is, but do mention that it is green as well. As green is growing in the mainstream market.
- Know your market and audience. In some markets, such as San Francisco, green is way in. But in middle America consumers tend to flip flop and do not want anything that seems too unusual or cutting edge. In a green market, make green stand out. In an average market make your product look like every other product, with a simple “eco-friendly” bullet point.
- Masculinize your green. Many men think that being eco-friendly is for women, so ensure that your products have a broad gender appeal.
- Make it relevant. People in Florida do not want to hear about how they are saving the glaciers or polar bears with your product; consider regional packaging. Save polar bears in the north and manatees in the south.
- Price your product to be mainstream. Price is a huge issue in today’s challenging economy. If the price is right consumers are more likely to buy.
- Get certifications for your products. A certified product makes consumers more sure of their purchases.
Go Green The most important thing to remember as you develop and market your green products is that most people want what makes their life easier. Use your packaging and advertising to convince them that your product is the same as the national brands that they are used to, only better. Choose packaging that is shaped similar to the national brands, price them and print labels that are similar, and design your packaging with information that shows how this product will help the consumer.