When it comes to selling green or energy-efficient products, we marketers tend to throw around a lot of jargon. But do consumers really speak our language? A recent research report from Shelton Group shows that some green buzzwords are big consumer favorites, while others are total turnoffs.
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DECEMBER 04, 2013
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2013 - GREENE GROUP 1 LLC
AROUND THE WEB
- Use Your Green Words Wisely
Wednesday Sep 16, 2015
- Marketing 'Green' To Fuchsia Verticals
Thursday May 19, 2016
Much as we wish everyone was committed to going green, we're just not there yet. Still, there are often ways to promote green products and services without labeling them as such outright - which still helps the world, while taking the pressure off decision-makers whose company values or mission may not align with the green movement directly. Here's how.
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Though there's a certain contingent of the population utterly devoted to going green, there's still plenty of resistance out there. Whether it's ignorance, laziness, or downright denial, not everyone recycles, conserves, or even buys into the idea that these things are important. Some of them are even in Congress.
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No one likes being condescended to, but it's easy to do if you treat every audience the same. With super green audiences, strong messaging about saving the earth and its creatures is preaching to the choir, so you don't have to temper much. But if you want to expand your audience to consumers resisting the green "movement," you need to find another way because scare tactics and shame just don't work.