Oct 01, 2009 11:13 AM

Communicating Green Messaging

By Home Experts Team

What’s worked in green marketing and a peak at what the message sounds like in the future

When the green trend first hit and brands were scrambling to jump on the bandwagon the term “greenwashing” was quickly coined. Government, organizations, consumers and even big brands realized standards were needed for the sustainable landscape.

Thus the lines separating the varying levels of green products started to become more defined. We started appraising a product’s green value based on many categories like packaging, chemical makeup, performance and manufacturing process – and new language was introduced. Terms like responsible, eco-friendly, sustainable, renewable energy and post-consumer became a major part of marketing vocabulary.

So here’s a quick list of what we’ve learned watching the evolution of green messaging so far and what can we tell about where it’s going moving forward.

Make green the second message – Eco appeal is not enough to sell a product. Lead with messaging that communicates the effectiveness and high performance of the product; make the green the bonus feature.
Show the good and the bad – Homeowners are learning just how complicated it is to adopt a more responsible lifestyle. Just as it’s becoming more acceptable for consumers to take small steps towards living green it’s okay for big brands to do that too. You’re not turning green overnight, and we don’t expect you to. So be honest about your goals and share the highs and lows of working towards them. This list rates companies on green by considering the pros and the cons of their work.
Share the details – Made from recycled products? Don’t stop there – tell us which recycled products. Tell consumers why and how your brand or product is a good choice. There is so much competition in this space that brands need to share their unique practices and efforts in more precise and detailed language.
Think outside the box and beyond the shelf – The details of your production process may not be so obvious to the naked eye looking at your product on the store shelf, but these days consumers do their research and have an educated and trained eye when shopping for responsible products. It’s no longer a must for items to be made from recycled or renewable resources. Share the changes made in your production or shipping process and your product will be considered responsible in the minds of the shopper.