Tips on positive green messaging
This year we’ve seen dozens of brands and products join the green movement. Some have launched their new products and commitments to the eco-lifestyle with great success, while others learned some hard lessons about marketing green and how to appropriately communicate their eco-messaging.
We’ve looked back over the year and pulled together this list of tips and observances on effectively marketing green:
- Choose the right language – If you’ve created a product that has one sustainable/green/eco element, make sure you communicate that aspect in an appropriate way. Don’t jump right in and say you’ve got the green living solution if you don’t.
- Maintain Momentum – If you’ve decided to practice more environmentally-minded business or create a product that fits in one of the many green categories, don’t stop with that one initiative. Continue to take smaller steps towards eco-operation. If you take one step and cause a lot of conversation or attention to be drawn to that one phase, consumers will want to know what’s next. Take a series of small steps to keep their faith.
- Provide Background – Consumers are learning more and more about what makes a product sustainable or green, and they want to know that about your product or brand too. So, instead of just creating a product with messaging that states the simple point that your product is green, tell consumers why – they want the details.
- Unveil Behind the Scenes – Shoppers across the nation are learning how to live more eco-minded every day from each other and leading sources. They are sharing tips, lessons, successes and failures of the process. To better relate to consumers share the ups and downs of your brand’s greening process. Let them know that you’re in the same boat and this is new for you too.
For more tips on how to have a successful entrance into the green world, check out this site. If you’re looking for a source that can give you more information on how green a product really is, check out the Greenwashing Index.
With eco-friendly products and brands becoming more commonplace in today’s market, consumers are more educated on what it means to be “green” or “sustainable.” This makes it even more important to ensure you’ve got the most accurate messaging possible.
