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.