SensoryMetrics

There’s some interesting notes coming from last week’s Sustainable Brands conference in New Orleans. One panel discussed the challenges of marketing green products and how web 2.0 can help marketers overcome those challenges. This analysis is provided by panelist David Wigder:

…the green category is defined by specific consumer, product and brand characteristics that can take full advantage of Web 2.0 capabilities.

First, green is an emerging product category. Consumers are not very familiar with the products available today. Few standards exist. And, new products and technology solutions are coming to market each day.

As such, marketers have the opportunity to leverage Web 2.0 capabilities to help consumers to navigate the category, facilitate consumer education and drive product development through collaborative environments and communities.

Second, many consumers are not fully committed to being green yet purchase behavior is inconsistent. And, perceptions about corporate brands are still be formed. Marketers have the opportunity to influence this evolution through transparent participation in the online dialogue, encouragement of WOM marketing and facilitation of consumer engagement online. As with consumers, the greening of a company and a brand should be considered a journey. One challenge for green marketers then is to keep the journey of your own brand one step ahead that of your customers.

Third, it is important to remember that for some, green describes not only a product attribute but a social cause All marketers should take advantage of this by activating those consumers most passionate about the category.

The challenge for marketers then is to act in a way that is perceived as genuine and not simply “greenwashing’”

Tags: sustainable-brands, greenwashing

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