comScore’s Digital Year In Review report found that U.S. e-commerce spending reached $227.6 billion in 2010, up 9 percent from 2009.
This is especially damaging for small businesses because consumers are using the Internet and social media to figure out what green products and services to buy.
“Know it, embrace it” is a marketing concept first shared with me by a Web 2.0 guru. This phrase captures the essence of how people are buying green.
Here’s the three step process market research is documenting on how people are going green:
- LEARNING. Consumers begin going green by doing research. They use web searches to learn and social media to connect with others who are going green.
- EXPERIMENTING. After going through the learning process consumers begin to experiment. Maybe they try using recyclable carry bags. Or they try a green household cleaner. But through small actions they grow in their understanding on how going green works for them.
- BUYING. At this stage consumers are shifting toward a sustainable lifestyle. More and more of their purchases are focused upon “in me, on me and around me” solutions for their lives.
The #1 reason why small businesses don’t have websites? The answer is “don’t need one.” The marketing evidence is very convincing that this is a BIG MISTAKE if a small business wants to grow green revenues!
Bill Roth is the founder of Earth 2017 that is focused upon the emerging smart, healthy and green economy. His book, The Secret Green Sauce, profiles best practices of businesses making money going green.