Brokerblogger

"Green" Motivation for Green Purchasing - Brokerblogger

In "An Introduction To Green Marketing" it says:  "Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising."  But, all these things will fail if people's attitudes haven't changed since 1994 when the EPA released the chart above (as shown at the bottom of that same report).  Motivation to change attitudes of any kind can be positive or negative ("carrot" or "stick").

The movie about Global Warming,  "An Inconvenient Truth" uses fear to motivate.  In my blog post entitled "BUY WAR (NO, "GREEN") BONDS!" uses patriotism to motivate.  However, I must admit that as a marketer, and someone who knows that while fear and patriotism are a big motivators, it would be best if the emphasis be on what empowers the consumer or industrial buyer to buy non-green products and services.  Does it do well what it is supposed to do (quality), does it save me money, and is it cost effective for what I can afford to pay (value).  Intangible attributes that improve one's self-image also help (ego). 

"Green" is now trendy, but what will it take to make it popular?

BUY WAR (NO, "GREEN") BONDS! - Brokerblogger

My Greenmagination has been running wild lately with all the media coverage of Global Warming, and the media's use of the phrase World War III.  This British 8/2/06 article says:  "Alarmism about global warming in Britain is tantamount to "climate porn" as it arouses people without encouraging them to take action, a leading think tank claimed."

That article goes on to say:  "It criticised the alarmist approach of depicting climate change as awesome and irremediable, prompting a "we are all going to die" response. But it also attacked the "small actions" approach."  While a small amount of actions by a small amount of people should be criticized, this Eco-Congregation site says it all:  "Small actions add up to big results."  Just think about all the people and companies that bought and promoted war bonds during World Wars I & II.

Americans can be very resourceful in a crisis, but do most of us (as well as major corporations) believe there are urgent crises, and ones that we can all help do something about?  Here's what one of the world's leading theoretical physicists (Dr. Stephen Hawking) says about the survival of the human race.

Greenmagination = Green, Creative, Resourceful Imagination - Brokerblogger

Green as a symbol represents "earth, nature, and in a broader sense, life."  It also represents "Greenbacks", a term used for the U.S. Dollar.  When "Green" automatically relates in peoples minds to saving money, translated to a better lifestyle, the tipping point will hit the mainstream  public about using their green, creative, resourceful imaginations before they buy any product or service (Greenmagination).  I feel this is coming soon as recent indicators are influencing this paradigm shift.

This Green Movement is more than just political.  General Electric has their "Ecomagination" line of B2C and B2B products that GE's CEO audibly says (under "Ecomagination Vision") on the Ecomagination website at "green is green" is targeted to produce 10 billion in sales by the year 2010.  Certainly "going green is generating serious greenbacks". 

But what about the general public who is constrained by what they can afford to do.  Saving money is great if you don't have to spend much money to save, or if you get a fast enough return on your investment on things that you can afford to buy!  Here are some recent indicators that are proof of this pradigm shift.