New Earthkeepers OOH

Being green is not a fad – it’s now officially a trend. In the past two years the number of green-minded consumers has increased from 12% to 38% – and the overall desire to be “greener” has become a universal need with over 90% of consumers believing that “environmental responsibility” is important. By 2010 the green market is projected to reach $400 billion. Given its growing significance and relative profit potential, we dug deeper to better understand the implications of being green for marketers:

1. There Are Shades of Green
There are no green strereotypes, and the widely held belief that green means granola-chasing tree hugger is just not true. According to Earthsense, there are four distinct green consumer segments: “selectives,” “habituals,” “believers” and “enthusiasts” – each with their own unique set of varying green attitudes, characteristics and buying behaviors.

2. “Green Consumer” is an Oxymoron
Consume is the exact opposite of what a green-minded consumer tries to do – being green is driven by preserving resources, not consuming. Today, green has a double meaning with consumers looking to save the planet and save money, as they look for ways to weather the recession – especially among the “enthusiasts.”

3. It Isn’t Easy Being Green
There are significant barriers inhibiting the mainstream adoption and growth of green-products: including, perceived performance, convenience, and cost. In addition, consumers are skeptical of companies that claim to be green and they’re increasingly wary of “greenwashing.” What’s driving the consumer hesitancy is that only 2% of green products have a truly legitimate claim.

4. Don’t Call Me Green
It’s wrong to call someone that thinks and behaves green…well, green. Green has become a dirty marketing word to sell products. Green consumers prefer to be called sustainable, eco-conscious or environmentally friendly, given that’s their endgame.

What are the Implications for Marketers?

• There’s no on one-strategy-fits-all green solution – take a targeted approach to increase green relevancy
• It’ll take a “green plus brand benefit” approach to overcome consumer barriers to trial
• The “greenest” segments will most likely shrug off your marketing efforts, no matter what
• Educate to motivate, so that consumers won’t wonder about what makes your brand green
• Be green, act green, market green, but don’t say green in your marketing

Combining Missions:  If an environmentalist, an ecologist and a foodie got together.

Slow Food is about being “everything fast food isn’t.”  It’s about rediscovering and celebrating locally sourced foods and cooking traditions that have been lost for the sake of mass production. On their main websites (slowfood.com and slowfoodusa.org) gastronomic seekers can find everything from sources for heirloom seeds to directions on how to make traditional Valasis Rye Bread.

Quality, not quantity

Those leading the slow foods movement believe that in a world of processed foods, quality ingredients have been lost.  They believe that by focusing on quality ingredients and taking time to enjoy food (they are pushing for the return of the two hour lunch), meals are not only more flavorful, but healthier. They look to bring this healthy attitude to the world by working to support more community gardens and finding ways to bring healthier, planet friendly foods to the National School Lunch Program.

DIY Consumer: Nothing is more local than your backyard

Local sourcing can mean discovering a local winery, but there is also a growing trend towards growing your own.  Perhaps inspired by Michelle Obama’s victory garden, raised garden beds are cropping up everywhere from suburban backyards to urban fire escapes. This goes beyond fruits and veggies – as  consumers have even started raising their own chickens. The trend has become so popular that companies like Eglu (omlet.us) provide designer coops – so you can have the chicest chicks on the block.

Where does it go from here?

The idea of taking time to enjoy things is not limited to food.  Since the slow food movement launched in 1986, it has sparked similar movements in other industries such as Slow Travel, Slow Reading and Slow Cities (which seeks to preserve local customs). As the pace of society continues to grow, we can expect to see more of these types of movements as consumers look for balance in their hectic lives.

What are the implications for brands?

• Look for opportunities to increase impact by serving multiple consumer interests (green + foodie, quality + local, etc.)
• Stand up and take credit for what you might already be doing – particularly any local sourcing
• Don’t be afraid to promote quality in a downturned economy. Small enriching experiences go a long way.
• Think of how your brand can provide balance in consumer’s lives.  If you are not leading the trend, can you be leading the counter trend?