New Report Shows Inadequate Communication Leads to Green Marketing Failure
A new report shows that inadequate communication is the primary reason why green marketing efforts are losing momentum. No kidding!
The Climate Group and Lippincott released a report which surveyed 1,000 respondents from the United States, the United Kingdom, France, and Germany, to determine their views towards sustainable businesses and green marketing.
Unsurprisingly, the report showed that the number of people concerned about climate change and other environmental issues continues to grow. However, many people remain unconvinced about corporate efforts to move towards sustainability. The report claims that companies fail to communicate with green consumers because they are unable to address the diverse attitudes and concerns of the market.
Some advice for green businesses
In order to reach weary consumers, focus on implementing legitimate changes that provide solid evidence of your environmental commitments. I’ve said it before and I’ll say it again — green marketing isn’t about making your company APPEAR green. It’s about BEING green, and then letting your actions naturally communicate benefits to eco-conscious audiences.
If you’re unsure of how to write effectively to motivate green consumers, I urge you to consider hiring a green copywriter. A professional writer can help you communicate the benefits of your products and services by finding an appropriate balance between the green aspects and the traditional aspects of your business.
(via Treehugger)
