How Green is Too Green?

Until relatively recently the concept of "Green" or "being Green" was a fringe issue that you might have read about every once in a while, but it was far from being a mainstream issue. It was considered something for the Left and not something relevant to most people.

How times have changed!

With the issue of climate change now at the fore, hardly a day goes by without a "Green" issue making a splash in the media or another company declaring their new found green credentials. Greenwashing or the flouting of green credentials now seems endemic across all aspects of society, but is it really something that is here to stay or is it a passing fad?

Before that question can even be thought about, the prelude to that question is to ask yourself what it really means to be green or what "green" really means? If you look to the broader definitions of "environmental protection and social justice" then surely we must all want this--to safeguard our planet and safeguard our citizens' well being.

From an altruistic perspective then the answer must be yes and then "green" really is here to stay as how could people not want this. But without sounding cynical, are we really all that altruistic when it comes to our personal situations?

Is it even within our power to be altruistic about "being green?" Most of us are willing to avoid littering or recycle our trash, but what can we do about climate change? The environmental issue facing Olympic athletes is air pollution and if it is safe to run a marathon in China, not if the track surface contains recycled plastic. Is it so confusing that "being green" just becomes a slogan?

The confusion caused by sound bites and emotional appeals make it impossible for any of us to be well informed enough to decide what "being good for the environment" really means. But does that suggest that our intentions are incorrect?

Or, do we really have "green" intentions? The trap that many organizations fall into is to accept that the greening of our society exists and accepts the premise that we all care!

If you look at much of the attitudinal research that has been printed on this matter then many people will say or claim that they care because the topic is omnipresent that peer pressure dictates that most of us cannot say otherwise.

The harsh reality of the matter is that many people do not care, or many are cynical about companies green claims (70% of Americans agree--12% strongly agree, and 58% somewhat agree--that `when companies call a product "green" it is usually just a marketing tactic) and as more and more companies extol their green credentials this cynicism increases.

Others that do care may be put off by premium pricing or perceived efficacy issues. Products that are manufactured and distributed in an eco-friendly manner and even have "green" packaging will be preferred only if the product costs the same and has the same quality.

So does this mean that "being green" is still an elitist pastime or something reserved for a niche segment of society?

As the concept of "being Green" evolves, the number of consumers exhibiting "green" behavior will grow. How quickly "green" segments grow will depend on changing attitudes, opinions, demographics, knowledge, and behaviors towards "being green."

On the left of a segmentation continuum are consumers who do not and may not ever be willing or able to practice green behavior, and on the right, those that not only advocate green, but practice green. The consumers on the far right are willing to pay a "green-tax" for products that cost more and are less effective.

The media coverage would suggest that most people are on the right hand side of the segmentation continuum, advocating and practicing green. The reality is that most people are in the centre of the continuum. Although consumer segments that fall to the right and are willing to purchase "green products" are small, companies should strive to find out who they are and whether they match the profile of their own customers.

More importantly though, as the green consumer movement matures, consumers will migrate along the continuum, from segment to segment and "being green" will not only become mainstream, but will become the "norm" for most consumers.

Because successful products include all of the attributes demanded by specific segments, the ideal amount of the "green" attribute must be measured. Too little and green competitors will have an advantage, too much and the segment will veto the product. The challenge for marketers is to first determine the ideal green credentials that will appeal to specific targets, and then to track the migration of consumers to remain in harmony with changing green demands.

Marketers who alienate their customer base by communicating a green message that is not matched to the segment will be able to answer the question, "how green is too green?"