Everything seems to be turning green. And there is nothing wrong with that – companies creating new, innovative products and services that are good for them and good for the environment. But consumers haven’t completely bought into this yet. A number of green products aren’t flying off the shelves the way companies anticipated. Why is it that the green revolution has taken companies by storm, but not consumers? With the environment at the forefront of consumer concerns, it makes one wonder why consumers aren’t dropping the bad stuff and buying the good stuff. We build it, but they just won’t come. Why?
Some products are a big hit with consumers – the Prius and CFL light bulbs are taking off in a big way. So why aren’t they buying green shoes, food, computers, etc.?
There are many reasons why people buy certain products and not others – price, functionality, “coolness,” brand loyalty, etc. One often overlooked factor is: how do the environmental aspects of the product help the consumer?
Let’s first look at why the Prius and the CFL light bulb are so popular. They allow consumers to feel better about themselves when they use these products. A person starts their Prius and immediately feels “greener” than their neighbor with the gas-guzzling SUV. They feel better and more environmentally responsible with every mile they drive. It is the action of driving that makes them “green.” The same goes for a CLF light bulb. They feel better about themselves each and every time they turn on the lights. The simple action of switching on the light enables them to feel like an environmental “activist” – that they are making a difference.
The environmental benefit doesn’t come from the company making the Prius or the CFL light bulb. The “goodness” comes from the consumer using the product instead of an alternative product. A Prius isn’t a car – it is an environmental tool for the consumer. The CFL light bulb doesn’t just provide light – it provides the consumer with an opportunity to make a difference through the simple action of flipping the switch.
The success of these “green” products lies in enabling the consumer to take action. The act of making a difference through using these products makes them successful. So many green failures can be traced back to lacking this fundamental element – allowing consumers to feel “green” each time they use a product. When all the “goodness” is in the making of the product and not in the using of the product, no other action is expected from the consumer. The only action the consumer needs to take is buying the product. But the act of buying is not perceived as an act of environmental activism. This doesn’t allow the consumer to feel that they are taking environmental action.
Buying a green product, whose green qualities are all in the production phase, leaves the consumer with a very basic question: what about me?
You want to sell a green product? Then let your consumer be part of the “greenness.” Give them something that they can do apart from just buying the product. Give them a way to take action. Let it be easy – like starting a Prius or flipping a light switch. Give consumers simple actions that make them feel like they are making a difference each and every time they use your product. Let them be part of the change.
--Henk Campher, Former Vice President