Such communication is a critical component of the Green Movement. At this time of monumental change and an emerging new definition of corporate responsibility, it’s essential for companies to get credit for what they are doing in this arena. But in the process, they must strive to avoid "green fatigue" or what I sometimes refer to as "global boring," which is the tendency for communications of this sort to become tedious to the point where they produce a collective yawn on the part of consumers. It is therefore critically important for a firm to think through how to communicate its achievements and initiatives in a straightforward and simple, yet appealing or attention-grabbing manner.
As with any marketing message, an understanding of your target audience is fundamental. The most environmentally conscious consumers on a worldwide basis tend to be college-educated and to hold better-paying jobs. Such individuals are prone to be “premium shoppers”-- in other words, when given the choice they are willing to pay premium prices for commodities that have been produced in accord with the beliefs and values that conform to their own.
But the percentage of the consumer base such “core customers” represent – those who will make a conscious choice to buy from a "green" or sustainable company -- is very low, typically no higher than 17 percent in the United States. A recent Hartman Survey of 1600 representative consumers pegged the number at 18%, with an additional 17% only willing to engage in an environmentally conscious transaction if they feel it will be of direct benefit to their health or welfare. According to the survey, another two-thirds of the population has a vague awareness that the marketplace is moving in new directions, but won't buy a product or pay a premium just because it will be better for the environment.
That’s why further definition of the values, triggers and motivators you’ll need to reach the group outside your core consumers is a key component of your messaging. As noted by Hartman, you can significantly increase the percentage of positive responses you elicit if you can manage to tie your green initiatives to other attributes such as better health, support for the local community, overall social responsibility and the creation of more pleasant surroundings.
Some corporations may shy away from the subject because they are afraid of being seen as “greenwashing” past environmental sins. But I firmly believe that a company that is sincere about wanting to atone for those transgressions will find the public receptive to its message and ready to accept its promise to be more socially responsible.
You should therefore endeavor to give your green communications a broader appeal – one that’s aimed at a wider audience than simply the dedicated core of environmental enthusiasts. And most important, make sure they come across as sincere and genuine. Authenticity is the key to getting a green message across, which is why that big PR firm failed to do so. To talk the talk, you’ve got to walk the walk.
