My Marketing Strategy
Nicolette Lemmon, President & Founder
In the Twittersphere, I noticed comments about the use of “going green” initiatives as a way to bond with consumers. However, many ways that brands are touting green initiatives impact the shopping experience or require the consumers to invest.
The cloth shopping bags at grocery and other retail stores are available for a cost. Yet, the retailer is saving money on plastic bags.
Another use of “going green” is the concept of saving energy to help the planet. For large retail stores, turning off banks of lights or an escalator to “save energy” leaves one blogger, Hal Alpair, pretty disgusted.
For credit unions, the offer of e-statements to members as a way to “go green” is really stretching it as well. Since it is a cost savings for the credit union, it is not a true “green” initiative and lacks substance. Instead, relating the benefit of not having sensitive data sent through the mail is more believable.
The issue is that consumers are more concerned about their money and saving “green” than “being green.” For marketers, it is important to make sure that using the theme of “going green” isn’t just an excuse for not having a more creative brand message.