Differentiating Green
With more competitors “green washing” the minds of consumers; what is a truly green company to do?
The onslaught of green propaganda creates three problems that you, the marketer of your product/service, must tackle: 1) the consumer does not know what constitutes as a green product or service, 2) the consumer does not know what green product/service to trust and 3) why should the consumer care that your company is a green supplier?
Tackling problem #1 and #2 can be packed into your positioning statement, then reiterated in all of your marketing messages. With any positioning statement, you must live your business philosophy to the fullest. This means if you position yourself as a green company; your product development, your marketing, your business logistics and all of your shareholders must truly believe in the green ideology. Tackling problem #3 is getting easier day-by-day as the consumer’s paradigm shifts to concern for the environment. Read the article in its entirety here.
- Abby Herrera, Sprite Marketing
