The other day, I listened to an economist from Cleveland, Ohio speak about how the recession is over. He indicated that it would take us a couple of years to recover—so it would still feel a little like a recession in some ways.
I found this rather interesting and started thinking about how green consumers feel coming out of the recession. What do they expect from companies offering green products and services? Has their viewpoint changed from when we were in a recession?
There have been some mixed views on this and much talk about green fatigue setting in. Are consumers tiring of green messaging on products and services, or are we mistakenly throwing all consumers into one pot when each consumer group thinks and acts differently?
I believe it is the latter. Sure, consumers are tiring of vague, green messaging, but have things really changed much at all? I do not believe they have.
Don’t Consider Consumers All One Group
One of the first mistakes I see being made is grouping all consumers into one group. It is true that mainstream consumers do not really buy into all of the green hype, and for them, it’s not enough for a product or service to be green. It needs to perform equally or better than its conventional counterpart. This is not anything new. This has been the case with mainstream consumers for some time.
In February 2010, Burston-Marsteller released their second annual Corporate Social Responsibility Perceptions survey results. It indicated that despite the recession, the vast majority of consumers said that social responsibility is important to them, regardless of the industry. More than half indicated that a brand that supports a cause would tip the scales between two similar products, and 38 percent plan to spend the same or more in 2010 on products or services from socially responsible companies than in 2009.
What the research did not tell me is who the consumers were who responded. Were they the core green consumers such as the LOHAS (Lifestyles of Health and Sustainability) and Naturalites (the highest purchasers of organic products and services)? Or were they Drifters and Conventionals (the consumer groups more interested in how green affects them personally and driven by more municipal behaviors and cost savings)?
Don’t Make Blanket Conclusions
Saying and thinking all consumers are tiring of green messaging is like saying because I am a woman, I think and act the same way all other women do. I do not have my own views. This makes no sense, yet we hear these statements regularly.
So what should you believe? What do consumers expect from you and what should you expect from them? How should you use this information to formulate your hotel, B&B, or CVB’s strategy?
Consumers expect you to prove your green statements—back them up with hard data, testimonials, certifications (that they recognize and respect), etc. Has this changed? Not really. We’re just seeing more of an emphasis being placed on it than ever before.
According to GFK Roper Consulting’s report, consumers feel being green isn’t enough anymore. Was it ever enough? For all but the core green consumers (LOHAS and Naturalists), it was never enough.
It has always been important to prove your position and tell consumers what’s in it for them. Why should they care about your green product or service? How does this (product or service) personally impact their life, and how much can they save by buying green and supporting your hotel or lodge?
Americans Cynical of Green Branding
The study also indicated that although consumers want to support brands with a cause, true brand loyalty and saving the environment itself is a hard sell, especially in the United States. The Green Gauge Global report ranks the United States as the second-most “environmentally cynical” nation in the world—24th out of 25 countries surveyed (36,000 consumers worldwide).
Here is what we know and what you can expect from green consumers:
Skepticism remains. Green consumers may be some of the most skeptical people when it comes to environmentally friendly products that are newer and overly promoted. Expect them to keep asking for proof of how your hotel or lodge is environmentally friendly. Arm your people with the right information and resources to put at your customer’s fingertips before they even ask for it.
Here is what one consumer posted recently:
“Count me in on the ‘don’t necessarily believe that green products are better for the environment.’ There are a few trusted companies (Ecover comes to mind) but nearly everything I see is greenwash. The futility of trying to ‘market’ our way to sustainability is visible in the ‘reusable bag’ trend, which is nothing if not marketable. Plastic bags are awful litter, but they’re not a resource problem. You use more fossil fuels getting out of your parking spot than you save by avoiding a plastic bag at CVS. It’s not that it’s not helping, it’s just that it’s helping by such an embarrassingly small amount.”
Stick with brands they trust. As the previous post indicates, greener consumers stick with brands they know are green and they can trust. Expect this to continue as long as mainstream companies entering this category are hyping their green benefits. Market your longevity in green and tell them why they should trust your brand over others.
Taking action matters most. Sure we are starting to tire of green messaging, but I do not believe it is a complete onset of green fatigue for all. To get green consumers interested in your hotel, B&B or lodge, speak to them about how they can take action to make an impact and about how your facility/brand is doing the same.
A good value. Green consumers continue to demand, not expect, a good value for their dollars now more than ever. What has changed is the amount of spending in various categories. Depending on their values, some may have stopped spending on things they consider less important and focused on something more important, such as a hotel that offers healthy, organic fare.
The recession is over, yet many things remain the same. Continue to practice good judgment when it comes to touting your green attributes by focusing on what matters most to the various green consumer groups and you will be rewarded by their loyalty.
Colette Chandler, president of The Marketing Insider, is an expert in consumer environmental and health trends, and helps companies understand the consumers driving the trends. She consults, trains and speaks nationally on how to create authentic green brands. Sign up for her newsletter at www.marketing-insider.com. She can be reached at (614) 776-1416 or at cchandler@marketing-insider.com.
