Moving targets

I plod along trying to market RE:tie.

Every so often something resonates.

Forget the Treehuggers: Five Ways to Attract the Less Stereotypical Green Consumer | Fast Company

Especially this bit:

'they’re just as concerned with practical values like price, quality and convenience as they are with do-gooder values like local, organic and fair trade'

Plus, quite a lot else, frankly...

'Making a product that’s good for our planet is nice, but it’s not enough'

'More and more, New Consumers are asking, "What’s in it for we?"

'The DIY mindset has become a way of life for many New Consumers'

'The psychological shift from all-out consumerism to a simpler, more self-sufficient life also presents an opportunity to tap into the exploding "access economy."

I have chipped in:

"More and more, New Consumers are asking, "What’s in it for we?" '

And why not? Too much in green is predicated on rather nebulous notions of what's 'good', and losing sight of for whom.

Reduction is probably best, planetary speaking, but kind of tricky to make a profit from in consumables. Recycling is OK, but many tend to forget who is being asked to do what and for whose benefit.

Inbetween lies reuse, somewhat of a lonely place too often, especially in marketing innovation.

It needn't be.

It is possible to do the job, add value, and save the planet. You may not even need to get rid of stuff or make new things... just need to think laterally.

http://www.retie.co.uk

Buddy, can you spare a lime?

Crunch-hit consumers restricted by price of green products, report says

Well, there's a thing.

After my initial 'Well, d'uh!', there are a few interesting aspects to note.

'.... widespread dissatisfaction over the variety of green products offered by retailers,' is one I was not aware of.

'...shoppers on average paid 45% more for environmentally friendly and fair trade goods.' is one that amazed me.

'Shoppers said they are only willing to pay a premium of about 20% for greener products.' made me think there are a lot of folk with a lot of money.

"Consumers want to make sustainable choices, but are hampered by unclear messages. Confusion, coupled with high prices, leads to a lack of trust...'' comes as no surprise.

While 'More than 6 in 10 consumers questioned said reducing the amount of packaging on products was the most important action retailers and consumer goods companies could take to help the environment' makes me wonder why Junkk.com and RE:tie are proving real challenges to get across with the business community.

I really am starting to think the marketers and business brains in this country would would miss an opportunity even if it folded itself in neat notes in their wallets.

Another day, another demographic

What is your 'green' level?

Hardly a day goes by without some highly paid research group releasing some highly....um... whatever results. This time, our cross-pond cousins...

Some Consumers Green in Action, Others in Theory

I'm wishing now I had started listing them as we go along, because at the rate we're going we'll each have our own personal term... to go with our own personal green guide to help us on the path of eco-righteousness. Not sure being a member of a green group should be an essential to being Good Green In Practice.

I have to say, I quite like the notion of the 'Un-Green', but only as a term, mind.