So you want to sell your product, service and the lifestyle that goes with it? Are you on track with what consumers want and need?

Organizations and companies bogged down in outdated notions of “green” are missing the boat and losing out. If you want to thrive in the new social environment, you have to be pragmatic. The big corporate players recognized this years ago but many social enterprises, smaller operators and non-profits are still stuck in the old school political correctness camp.

Talk to consumers NOT to zealots

Only the most extreme – both left and right – or a religious freak act purely political or moral conviction. If you only sought those who went on conviction, you’ll be left with suicide bombers and priests. The real world is populated by realistic people. Pragmatic organizations know that human beings are driven by self-interest.

What do people want from life? SEX, MONEY, Advancement – for themselves and their children.

What words and phrases grab the most attention? Both online and offline? Sale! Sex! Save money, be attractive etc. So why should the green world be different?

Your customers are looking out for number one

Surely, we don’t all believe human beings are driven by altruism and selfless sacrifice. While it’s nice to think the world is full of kind and caring people, the reality is we’re all looking out for number one.

Which do you think will garner more interest?:

“Solar panels will help save our planet.”

or

“Solar panels will save you money and help save our planet.”

It has to taste good AND be good for the planet

I can recall circa 1992, when I worked with a progressive and left-leaning large organization. Their policy dictated that the office coffee came from a fair-trade co-op in a certain Central American country that was cause-celebre back then. It all sounded heart-warming and the employees and stakeholders were told all about how this coffee supported communities, environments etc. So what was the problem? The coffee tasted bloody awful. Many staff refused to drink it and were bringing their own supplies of Nescafe – a brand then considered synonymous with pillagers of the environment and baby killers in developing nations.

You can probably think of similar examples of good intentions, poor product or service. Recall that organic shampoo that left your hair in tatters or the ethical savings bond that lost you money.

People care about their well-being and the well-being of their families. They live a greener life and fight for causes because they want a safer and more pleasant world for themselves and their children.

We are communicating to consumers – NOT to activists. When consumers enter a supermarket, they want value for money, healthy options and a great experience. Environmental sustainability is a great bonus but not a primary motivator. Green value is what will tip your brand above the competition but your product has to meet the consumer’s needs and desires.

They may be growing but only  a small percentage of consumers cite ‘greenness’ as sole reason for their purchasing decisions. A much bigger portion claim value-for-money AND green credentials to be their motivator.

So in addition to being competitive on price and benefits offered, you have to make the case for it’s green value.

The product or service may be a bit more expensive BUT you are also being socially responsible. Pictures of an African village full of children reaping the benefits of their fair trade coffee is nice. It makes people feel good. BUT shouldn’t you also highlight your case with a picture of a fresh and delicious cup of coffee that the customer will enjoy?

It offers long-term benefits via a healthier planet, healthier person/family.

Green, sexy and cool

It makes you appear responsible – which makes you more interesting, sexy, intelligent, etc

PETA‘s Superbowl half-time ad from few years ago is an example of how a message can be communicated. While many marketers and advertisers don’t support the message or ethos of PETA, they noticed the impact the ad had.

American Apparel have been making headway with their organic cotton and no-sweat-shop approach to producing clothing. But it’s their sexy and provocative adverts using young and nubile models that get them noticed.

Cars – well, we know that cars can be real fanny magnets.

What’s a successful green pitch?

So what sets a great green pitch apart from the stale ineffectual ones?

* Green does NOT mean old hippies with banners and picket signs

* A sustainable lifestyle will make you thinner, fitter and more attractive

* You’ll be making fewer trips to the doctors when you make eco-friendly choices

* A greener choice will save you money

Yes, people want to feel like they’re doing good. It’s human nature. They want to look responsible to their families, families and significant others.

A forward-thinking and sexy-minded company can get ahead of their PC-bogged and outdated competition.

The message is: Be safe, healthy and be in a community of people doing good.

For those who want to be healthier, wealthier and better-off, greening is an obvious solution. Will a burdensome un-green lifestyle make you better looking? NO.

You just have to make the argument.

NOT: Junkfood equals negative consequences on the environment.

BUT: Junkfood makes you fat, unattractive, unhealthy AND has negative consequences on the environment.

You just have to make both the self-interest argument and the environmental argument clear and stop preaching to the converted

Nothing puts people off more than outdated dogma and politics. They want a benefit. As a provider, you must avoid falling back on old cliches and images associated with green. Take off the green blinkers. Needs and desires motivate customers – NOT some airy-fairy notion of good.

Balance your green pitch with pragmatic ones.

Is your service or product healthier than the competitions’?

• Those who attend eco-fairs are not eco-activists. They want better options that are healthier for their families
• Focus on longer-term benefits – you reduce your likelihood of heart disease and cancer while contributing to a cleaner environment
• Make the connection between global sustainability and their own life – Do you want forests left for your children?

Will your product or service make the customer sexier, better looking, more stylish? Does your product or service save money for your customers?

They may think at first glance that the eco-friendly lightbulbs are expensive. But remind them of longer-term savings and how they’re easy on the eyes.

While you should never take your established green clients and dedicated environmentalists for granted, you need new converts and customers. Widen and branch out. Your competition are already doing it.

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