We’re continuing our discussion on reaching green and LOHAS (Lifestyles of Health and Sustainability) consumers offline. I’ve made this into two blog posts as it is such a critical part of the process to securing positive effects of green marketing.
With “green” marketing being popular, I often see numerous mistakes being made by companies “assuming” (there is that word again) that they understand this consumer. Also, that they understand how to achieve positive effects of green marketing.
Here is a great example of “not knowing” the correct way to reach these consumers.
Canada’s fur industry is now branding itself as natural, green and eco-friendly compared to synthetic furs. Not only is this not believable, it will actually turn off these consumers. Another unsuccessful tactic would be to run a traditional ad in a more LOHAS-oriented or environmentally-friendly publication. I see this happening regularly.
In order for an ad to be successful in promoting a green or LOHAS product or service and really achieve positive effects of green marketing, it needs to:
• Focus its message on things that matter most to these consumers: how to maintain an ecological lifestyle, how to keep the world healthier, how to stay healthy, etc.
• Talk about how the product will actually benefit them and avoid too much industry jargon. Remember, people in various parts of the country have a different knowledge level. For instance, in Ohio, through our research with 1100 consumers across the state, my company found that not all of the traditional LOHAS attitudes were fully developed or as strong as in other parts of the country. For example, personal development did not rate as highly in Ohio as some of the other parts of the country. This is very indicative of an underdeveloped or still developing part of the country. Through additional education, consumers will start to develop these strong attitudes. This is what you need to know to generate positive effects of green marketing.
These are just two of the many things you can do to be successful and achieve positive effects of green marketing. Remember, by being “in the know,” you’ll be more successful in reaching them offline. Just think how you can use this information to write an article for a newsletter that reaches these green consumers. Cross promotions such as this help extend your reach and message for a lower cost.
Next week, we’ll cover the topic of knowing how to reach green and LOHAS consumers online. Today’s blog topic is covered more in-depth in my Homestudy Course.
Helping You Understand and Profit from Consumer Health and Green Trends
Colette Chandler
