WHO’S BUYING GREEN?
(SHELTON GROUP RESEARCH)
SKEPTICS
If you’re trying to sell solar PV, wind turbines, generators or other leading-edge technologies, don’t write off this important group. They’re not motivated in the least by Climate Change (which they think is a big hoax). In fact, says Shelton, these politically conservative, Tea Party leaning, Rush Limbaugh-loving fans see themselves as self-made success stories, and dislike government—including public utilities—so” they may be strongly motivated to “beat the man, even though they are “the man!”
HOW TO MARKET TO A SKEPTIC:
> Emphasize traditional brands and lifestyle.
> Layer green concepts into existing brands, focusing on benefit to the buyer, not benefit to the environment.
> Reinforce concepts of self-determination and individualism.
> Provide tools to help them demonstrate that they were right all along in their worldview.
> Show how your brand/product will make Skeptic feel smart and powerful.
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