WHO’S BUYING GREEN?
Marketing to the Mainstream03
Forget everything you think you know about green marketing. The latest research shows that many advertising and educational efforts target the wrong audience with the wrong message. Here’s how to get it right. BY MATTHEW POWER
Are you baffled about how to sell sustainability? Are you often surprised at which products, home designs and concepts stimulate your clients, while others fall flat? You’re not alone. But don’t be too hard on yourself. You may be trying to do the impossible: using the same marketing message to reach people with very different views of the world. Instead, says Suzanne Shelton, CEO of the Shelton Group, you have to recognize how different sectors of people really think. A lot of them don’t give a damn about polar bears, and find any kind of green labeling “contrived.”


09.2011
27

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