Let’s Sell a Bit of Hope
Recent research my British retailer Marks & Spencer on consumer attitudes to green shopping describe a particularly apathetic public with little interest in buying green.

Only a small percentage (11%) of consumers actively make green purchases, with 27% of consumers inclined towards green shopping habits – but only if it’s easy. A surprisingly high 24% claim to be completely disinterested, with a further 38% not believing that they can make a personal difference anyway.
With the level of attention that climate change receives in the media we are surprised that so few consumers appear to care. We can only assume that environmentalists are doing a lousy job of selling the issue.
It occurs to us that much of what we read about greenness has negative associations:
“Stop driving or the earth will burn”
“Recycle your rubbish or we will destroy the rainforests”
“Don’t fly or your children will inherit a barren world” – and things along these lines.
We think that greens need to loosen up a little and learn something important from successful marketers: consumers can be persuaded to behave in extraordinary ways if offered a little hope.
Most marketing statements are designed to indirectly offer hope. Many examples of marketing that you see every day are making suggestions along the lines of:
“Drive this car and you will sleep with that woman”
“Wear this perfume, and you will adored by handsome men”
“Serve these chocolates and your parties will have the ambiance of an ambassador’s reception”
“Do an MBA and you will be a fortune 500 executive”
So let’s try and sell environmentalism in the same way:
“Take the train and your destination will be a tranquil haven of environmental goodness”
“Recycle your rubbish and you too will be reborn”
“Buy this carbon offset and your flight will feel like a cruise on the QE2″
Isn’t that a little more appealing? So let’s start sprinkling a little hope in our messages and be more cheery Greens from now on.



This is not really surprising a result.
Now If I was on the green team, I would make every effort to create an industry funded system for standards labelling on green products, beyond some environmental group endorsement.
Set out some specific guidelines for green products and label them, then work with manufacturers to minimize the “green” premium on products making them an easy choice or at the least, in the case of technologies, add features to the green products not found in the standard line so there is a perceived value add.
This will help industry to conform to Green Product Guidelines in order to be labelled as such, and encourage them to stop producing products that do not meet the standard. The system could copy from the ISO 9000 manufacturing guidelines and EnergyStar certification systems and could be set-up very quickly.
Then some public advertising and Government recognition, then you are on the road.
So using the survey as a guide…
Pick up the 27% because standardized labelling will make it easy to choose.
Pick up portions of the remaining 2 groups because they are going to be primarily price and feature driven.
Of course that is if I was on the Green Team.