As a follow-up to my May 14 blog post, my friend John Marshall Roberts has published new research with the Shelton Group that “cracks the code” on the green marketing conundrum: How do you overcome cynicism and skepticism to persuade consumers to buy sustainable products?
- If possible, disarm the skeptics by showing you understand that they view the green movement as a scam.
- Suggest that China is beating the U.S. in sustainability (or, conversely, that China doesn’t want U.S. consumers to be sustainable)
- Focus on purity — the lack of toxins and pollution created by your green products.
- Avoid discussing global warming at all costs.