How do we make sustainability sexy? That does not mean how do we sexualise green issues. What I mean to ask is..
“How to we market sustainability to the Me generation?”
How do we draw in a generation that puts community and family 2nd to themselves. Part of the answer is that we have to make a story that is cool and make it easy and fun to join in, to be part of a tribe that is awesome.
The ecological and social elements of products are important for many consumers, but are still down the list of priorities below style, quality and price. Generation me just wants to know this makes them cool. It blends them into their tribe.
Sustainability has to be positioned to meet a people’s needs. The marketing of sustainability must be positive and draw people into something neat.
“Buy this or the polar bear drowns” is less effective than “I’m saving dolphins and you can too”.
A brilliant example of positive sustainability messaging is the Camira Fabrics / Wools of New Zealand Dolphin Campaign.
Wools of New Zealand grow eco-friendly Laneve wool in a way that protects the NZ waterways where the Hectors Dolphin lives. Camira convert our Laneve wool into their very beautiful Blazer upholstery fabric, and both companies use a portion of the proceeds to fund research by the New Zealand Whale and Dolphin Trust which helps scientist understand how to better protect the dolphins habitat.
Interior designers can buy the fabric and help us save the dolphins. “We are saving dolphins and you can join us.”
This post is not an argument for Corporate Social Responsibility; this post is about how we communicate our green credentials. It is more powerful to lead people to your product with positive messages than it is to say “This product contains less nasty stuff”
Start something social that people can feel a part of. Don’t alienate people and point out their bad habits. It really boils down to basic psychology – Carrot wins out over stick.