Most people agree that switching to greener products makes sense and is the right thing to do. But a recent McKinsey Survey shows that when it comes to actually buying green products, consumers are not so fast to plop down their dough. Why is this the case? Is it an issue of accessibility, cost, culture or something else?
Does the same hold true for promoting green products? With every product now claiming 'green' status, how do you make your truly green iniatives stand out and be noticed, from the press to the market place?
As a sustainable message and media relations professional, one of my main jobs is to educate, oftentimes with my clients even more than the press. Reason being, my clients are passionate and dedicated people who have devoted huge amounts of time developing and creating innovative products. I have to remind clients that the rest of the world has to catch up to their vision and that takes some time. In our consumerist society with the focus on immediate gratification, green product promotion, as well as green buying takes a more thoughtful approach.
One of the issues I see, and one that the McKinsey survey mentions, is with the very issue of consumption itself. The ultimate ideal is to consume less, and that means buying less products, green or otherwise. And that may mean when we ask consumers to think about buying green, that we are also asking them to embody more than the purchasing element, but an overall philosophy that reduces consumption, from the product's impact, purpose, packaging or whether, in hard and easy economic times, we actually need that green item?
What did you think?
Does the same hold true for promoting green products? With every product now claiming 'green' status, how do you make your truly green iniatives stand out and be noticed, from the press to the market place?
As a sustainable message and media relations professional, one of my main jobs is to educate, oftentimes with my clients even more than the press. Reason being, my clients are passionate and dedicated people who have devoted huge amounts of time developing and creating innovative products. I have to remind clients that the rest of the world has to catch up to their vision and that takes some time. In our consumerist society with the focus on immediate gratification, green product promotion, as well as green buying takes a more thoughtful approach.
One of the issues I see, and one that the McKinsey survey mentions, is with the very issue of consumption itself. The ultimate ideal is to consume less, and that means buying less products, green or otherwise. And that may mean when we ask consumers to think about buying green, that we are also asking them to embody more than the purchasing element, but an overall philosophy that reduces consumption, from the product's impact, purpose, packaging or whether, in hard and easy economic times, we actually need that green item?
What did you think?
Posts
2 comments:
Lisa,
You are right to see the tension between "green" and buying less. I've other conversations about "green" and capitalism. The issue is that we HAVE to sllooowwwww down - period. It's not about NOT making money - its about NO GREED. It's not about NOT buying, its about spending for value not just more for the sake of vanity, greed, insecurity etc. I invite you to check out the NewGreenEconomy.org where we are working to showcase, educate and promote folks living and working sustainably.
Kathryn, you are so on target! I will definitely check out NewGreenEconomy.org. The impulse to consume has become so inbred in us, in me, that it takes a very conscious effort to not think that buying a lot of green makes any difference. Conscious consumerism...is that an oxymoron?
Post a Comment