Marketing Opportunity: Consumers Want Green and Health Explanations From Companies On Their Brand Claims

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Cone Green Gap Trend Tracker reports that consumers are still confused and searching for answers on what to buy and who to buy from.

57% of consumers mistrust green claims made by companies.

59% expect any green claim to be backed up with facts.

75% wish companies would do a better job helping them understand the environmental terms they use.

This lack of consumer trust and their thirsting for more information is creating a sea-changing marketing opportunity for companies that can break-through this consumer confusion by offering the facts and analysis consumers are seeking.

Number One, consumers want to see a third party documentation or certification of a green claim. This is the best practice I call PROVE IT, CONCLUSIVELY!

This strategy was actually pioneered by Clorox in their launch of Green Works, the first green consumer product to gain $100 million in annual revenues.

The strategy is to identify what third parties your customer respect and trust. And then win from these third parties their endorsement.

Bill Roth is the founder of Earth 2017 that focuses upon the emerging smart, healthy and green economy. His book, The Secret Green Sauce, profiles best practices of business making money going green.

About Bill Roth

Bill Roth is the founder of Earth 2017, author of The Secret Green Sauce and a nationally-followed contributor to Entrepreneur.com, Triple Pundit, The Green Economy Post and Media Post on best business practices emerging from the smart, healthy and green global economy. He coaches entrepreneurs, business and community leaders on how to grow revenues, profits and jobs by going smart and green.
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