Nate Garvis, Target….consumers in 2009
Consumers:
-Are connoisseurs: more knowledgeable about products
#1 Green Messages are Everywhere
#2 “Green” is a Red Flag
-used often, without meaning.
-consumer hot-button
-”they shouldn’t be allowed to use that word”
#3 Consumer Reject Empty Phrases
-Earth-
-Environment
-Enviro
-Eco
-Friendly
-Free
-Gentle
-Natural
-Clean
#4 Images Resonate (Almost) as much as Words
-green
-trees
-flowers and plants
-child-like renderings
[Not just a question of what are we saying, but how we are saying it...And how can you regulate this?]
#5 Consumer want authenticity in information
-lack of context/complete information
-no way to follow up
[while you play up benefits you're missing vital information and ignoring your short-comings. We need more transparency in companies and their advertisements.]
#6 Consumers Place messages in a Greater Context
-consumers understand production processes and evaluate green messages on them.
#7 Not Having All The Answers is an Answer
-consumers are okay with companies not having all of the answers…yet
Chris Rosica: The Authentic Brand
-you most offer a genuine advantage to your customers
-your marketing messages must be real, customer-centric and add value to the product or service being offered.
-Your sales and distribution team must relay these key differentiators
-you must stand behind your
So Questions We must ask as industry leaders:
Can/Should we regulate the unregulatable, like words, images, colors, etc?
How can we provide the information consumers want and need?
