It's not only the young who are keen for green

It’s not only the young who are keen for green

Target both baby boomers and ‘millennials’ — and tell the truth

“Many green marketing efforts are designed to cater to younger and more active consumers of products, services and media,” says Steve Cox, spokesperson for Better Business Bureau (BBB). “However, businesses need to remember that both boomers and ‘millennials’ [people born between 1980 and 2000] have lots of money to spend, and focusing green marketing on the younger demographic to the exclusion of boomers could be a very expensive mistake.”

A recent survey by AARP found that 40 million baby boomers (54%) are “green boomers” who buy environmentally friendly products. Older Americans also make up the most affluent segment of the U.S. population and have the most discretionary income — on average, $24,000 a year per household — according to The Conference Board, a business research organization.

What’s more, many older consumers are tech-savvy. “Interestingly, baby boomers are increasingly turning to online and mobile channels to research companies and comparison shop for a wide variety of products and ser-vices, such as health and wellness information, travel and entertainment, real estate, and financial services,” says Cox. “A recent report from eMarketer notes that baby boomers and ‘silver surfers,’ or over-60s, are also becoming more interested in online news and user-generated content.”

Among consumers of all ages, concern about the environmental impact of personal spending is expected to become more widespread, says BBB. A recent survey by the marketing firm Tiller found that among all ages surveyed, 49% said they would aim to be greener in 2008.

Many products advertised as “green” or “organic” can sway purchasing decisions, but companies can also position themselves as socially conscious to attract customers.
BBB offers the following advice to help guide your company’s green or social responsibility marketing efforts:

Tell the truth. A recent study by a Canadian-based marketing firm found that many products aren’t as earth-friendly as they say they are. While most products reviewed made exaggerated claims, a few carried outright lies — mostly involving supposed certification from watchdog organizations. Few things destroy a company’s credibility with consumers faster than false advertising. Tell the truth in all marketing efforts.

Make concrete claims. An honest advertiser will not make vague statements such as “environmentally friendly” or “sustainable” without providing solid examples to back up the claim. If your packaging is made from recycled paper, say so. If your company has reduced energy costs, then brag about it. Making fuzzy claims, however, can get you into trouble with consumers.

Provide evidence. Being a green company isn’t just about putting a recycling bin by the copier. You also need to be able to explain how you’re making the world a better place. Consider creative ways of quantifying your company’s impact, such as: How many hours have your employees volunteered? Who has benefited from your firm’s efforts, and how?

Get a stamp of approval. While there is no universal “Good Housekeeping Seal of Approval” for green claims, there are independent third-party organizations that will certify your environmentally friendly statements. These organizations include EcoLogo and Green Seal. The recent BBB/Gallup Trust in Business Index found that only 49% of American consumers say they have a great deal (12%) or quite a lot (37%) of trust in businesses that they regularly deal with, so consumers’ ability to trust your claims matters — and certification helps.

Get expert help. Consumers of all ages are becoming increasingly interested in environmental issues and corporate responsibility. As a result, there now are many marketing and advertising firms that specialize in branding companies as environmentally friendly and socially responsible. Getting professional PR help is typically costly; however, the rewards could be substantial in terms of revenue, reputation and goodwill.

For more information on ways to make your business more environmentally and socially conscious, visit:

‘Green’ marketing tip:

It’s not only the young who are keen for green