Marketing "Green" to Consumers

The sustainable marketplace is growing exponentially each year but a large proportion of consumers still do not believe in the value of going green. Issues such as higher prices and long-term return of investment dissuade mainstream consumers from becoming “green”. In order to convey the value of a green product or service, marketers must exhibit both the direct and indirect impact of purchasing a green product. For example, organic foods are becoming more and more popular due to consumers understanding of the health and environmental benefits. The key to successfully marketing a green product is to educate the consumer so they may understand their the impact of buying a green product versus a traditional product. Whole Foods is a great example of this strategy. Educational displays are placed beside their products, to provide customers an understanding of why their price is higher and the direct and indirect benefits. As a result, Whole Foods has been highly successful. The focus for marketing green in the future is to engage customers to use their dollars in positive change beyond their immediate and local context.