‘Green’ was once a term used only by a select minority. However, due to significant social and political support, consumers across the nation are quickly integrating earth-friendly products into their daily lives.

Of course, as the market increasingly values sustainable business practices, brands are facing scrutiny from a concerned public. Corporations are big enough to enact large-scale change, and many consumers believe that it is their responsibility to do so. How can a consumer trust that the companies they invest in are acting responsibly? This article will tackle how brands can effectively communicate their commitment to sustainability.

Know your audience - Who is the green consumer?

There are three main consumer groups that we can identify.

Super Greens: On the far end of the spectrum are consumers who sense a strong responsibility to the environment. These individuals will seek out sustainable products and research which companies and products to support. Some will even avoid popular green products altogether in favor of homemade solutions.
Medium Greens: These consumers will buy green primarily for the sake of personal wellbeing and for affordability. The DIY trend is still in full-force as families look for ways to lower costs through alternative products. Movements such as ‘clean eating,’ controversy over vaccinations, and a growing need to unplug point to a consumer mentality of simplifying and getting back to nature. This segment seeks a wholesome life.
Light Greens: The final category is consumers who do not actively seek green solutions, but still express positive sentiment toward them. Sustainability may play a role in purchase choice, but it is far from a primary concern.

Although these groups have very different motivations, what unites them is a desire for authenticity in a brand’s claims of being environmentally friendly. Even when a company is taking great strides in sustainability, it can be difficult to convince consumers that you’re the real deal.

How to connect with the green consumer

1. Don’t call it ‘green’

Approximately one in five new products entering the market in 2013 included a green claim. However, these claims are often ambiguous, and consumers are beginning to recognize ‘green’ as a mere buzzword. Young buyers (18-34 year olds) will be especially skeptical of green marketing strategies. They want to see strong examples of how a company is actively pursuing sustainability.

Marketing application: Be specific. What steps toward sustainability is your company taking? How is the company positively impacting the environment? Consumers want to see sustainable practices, not just buzzwords and donations to environmentalist organizations.

2. Give some spotlight to environmental issues

It’s one thing to have a green product. It’s quite another to talk about sustainability outside of that product. Consumers want to see that green isn’t just a tack-on feature, but that a brand is initiating awareness.

Marketing application: Super Greens will be interested in environmental issues. Medium Greens and Light Greens may not be as interested, but will still take notice of the messages and associate them with your brand. Offer information on environmental issues, especially those that are not as well known.

3. Keep quality first

You might be a sustainable company offering a product made with recycled materials at a power-saving factory, but if the product doesn't work, it doesn’t work. Consumers, especially those in the Medium Green and Light Green categories, want green solutions without sacrificing the standards of performance they’re used to.

For most consumers, green is not a selling point so much as it is a retention point. After a buyer tries out a product and likes it, the company’s sustainable practices will be encouragement to continue patronage.

Marketing application: Make green practices known, but never let these claims shadow a product’s effectiveness.

All statistics provided by a March 2014 Mintel report entitled “Marketing to the Green Consumer.”