The first one is about how all the Green Noise out in the marketplace is creating consumer confusion about what companies are asking them to do to be more green.
And the second is about Green Fatigue, or how the over-marketing of Green is creating suspicion among consumers about marketers claims.
It appears that companies find themselves advertising in an environment of confusion and suspicion when it comes to Green claims.
Skeptical consumers should be nothing new. It's been argued for more than a decade that modern consumers exhibit the same skepticism with regard to most marketing. The obvious answer is not to over-claim or even to shout about your (mostly new) Green credentials.
The confusion problem is probably an issue that should be looked at with more scrutiny from each brand. Marketers may ask themselves "is it clear what we are asking them to do?" and "is it hard what we are asking them to do?
Consumers will only go out of their way so much. Change is hard. Nobody likes it. And while consumers may not want to change their entire lifestyle, they may want to do the easy things. Advertisers may want to find ways to make it easy for them to do the right thing.
Comments