· Where does the consumer really go to seek information
o Don’t need to create new sources but better direct consumers to existing resources
· Green businesses need to offer a strong enough value proposition to light or non-green consumers that the “green” element is an added benefit. They need to compete on quality and price with traditional CPG companies.
o Can demonstrate the economic value of taking a short term pain (implementation cost) for long term gain (better efficiency and lower cost)
o Demonstrating that your neighbor is using a product through social media can be a powerful tool to change consumer behavior
o Do we even need to market “green” if it’s a superior product. Green should be the expected standard not a niche product. We may not be there yet.
o Creating a lifestyle around green products – Example Method default environmentally friendly but sold on the basis of a new value proposition; fun, visually appealing products that inspire a lifestyle change
· What’s the best way to empower consumers?
o Standards / Certifications – demographic representatives that take the time investment out of making the right choices
§ Accepted standards and metrics
· Greenerchoices.org
· EPA Design for the Environment
· WalMart Sustainability Index – will drive suppliers’ policy, huge impact
· ISO-14001