Comments on: Green Marketing. How Associative Positioning Breaks All Ties. http://www.proteusb2b.com/b2b-marketing-blog/index.php/green-marketing-positioning/ Strategies, Insights & Perspectives on Business-to-Business Marketing Sat, 24 Jul 2010 14:31:25 -0400 hourly 1 http://wordpress.org/?v=3.0 By: Graham Strong http://www.proteusb2b.com/b2b-marketing-blog/index.php/green-marketing-positioning/comment-page-1/#comment-86 Graham Strong Wed, 23 Jul 2008 16:15:52 +0000 http://www.francis-marketing.com/b2b-marketing-blog/?p=102#comment-86 You bring up an interesting point about the fact that "green" is not a real variable for many consumers. It is secondary, almost residual. All things being equal, the average consumer will pick up the "green" product over one that does not advertise being green. Not because they are "environmentalists" per se, but they've heard about saving the planet and want to do their part (albeit with as little effort as possible). So buying green makes them feel good -- and ultimately that is the most you can do in marketing. You make someone feel good about buying your product, and you've got them hooked. The true environmentalists will know what makes a product green, as well as whether or not a certain product fits the bill. I suspect many don't. But that's not the point: if a company can at least bring evidence in a court of law that they are in some way using "green" practices, they don't have to worry about false advertising. And the casual environmentalist can be won over. ~Graham (Please note: this comment was written using 100% recycled pixels.) You bring up an interesting point about the fact that “green” is not a real variable for many consumers. It is secondary, almost residual.

All things being equal, the average consumer will pick up the “green” product over one that does not advertise being green. Not because they are “environmentalists” per se, but they’ve heard about saving the planet and want to do their part (albeit with as little effort as possible).

So buying green makes them feel good — and ultimately that is the most you can do in marketing. You make someone feel good about buying your product, and you’ve got them hooked.

The true environmentalists will know what makes a product green, as well as whether or not a certain product fits the bill. I suspect many don’t. But that’s not the point: if a company can at least bring evidence in a court of law that they are in some way using “green” practices, they don’t have to worry about false advertising. And the casual environmentalist can be won over.

~Graham

(Please note: this comment was written using 100% recycled pixels.)

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