What People Look for in a "Green" Products
People want to buy green products but they don't want to spend a lot of time figuring out which ones really are "green" and which ones aren't. They have a hard time differentiating between products and brands because so many claim green attributes, and only 11% say they actively research green attributes and brands.
They find green certifications hard to understand, but Energy Star is almost universally recognized (97%), followed by the USDA Organic foods label (71%). 34% recognize the Fair Trade label, but only 15% say they understand what LEED-certified means.
So, how do you reach people? Green messaging on packaging is highly visible and one of the key places people look for information.
Although 40% rely on word of mouth, product packaging is the most importance source of information.
What Kind of Green Information Do People Want?
People look for information that relates to their everyday lives, which is probably why most people associate green products with either recyclability and/or natural/organic ingredients.
A majority of people perceive a product as "green" if it's made with recycled materials, can be recycled, or the packaging is recycled. Other big categories are whether a product is energy efficient, biodegradable, and non-toxic.
Display Quantitative Information Visually: people are more likely to find green claims compelling if quantitative information is displayed visually to communicate environmental impact.
Keep Phrasing Specific: Purchasers prefer "Our product eliminates the amount of waste equal to 500 Olympic swimming pools a year" over "Our product eliminates 15% of the waste during manufacturing" or " Our product is manufactured with less waste."
What About Green Companies?
A strong majority of "dark green" purchasers (72%) make decisions based on a company's business practices, as do 28% of "light green" purchasers.
Interestingly, the most important criteria people use to determine a company's greenness are sustainable manufacturing processes and suppliers who also use those practices. People also say they buy from companies who are transparent about the risks and safety associated with their products.
Although less important, people prioritize companies that communicate about environmental issues and who get involved in social responsibility projects. People are impressed when a company speaks out on climate change or contributes to reforestation - and takes a stand.
And companies don't have to exclusively make green products to be perceived as green. It's more about whether a company clearly articulates its green attributes.
When asked which companies they think of as green, people choose: General Electric (13%), Seventh Generation (8%), Toyota (6%), Whole Foods (6%) and The Clorox Company (4%).
Would these companies come to mind for you?
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Rona Fried, Ph.D. is CEO, SustainableBusiness.com
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