Gauging the Green Impact of Your Marketing

The word impact is often discussed around the conference table at advertising agencies. Every marketer wants to make an impact with a brand's target consumer. Expressions like "cut through the clutter" or "get our fair share of voice" are often uttered.

When we look through the sustainable marketing lens, however, the word impact takes on additional meaning. Not only is the "breakthrough" power of impact important, but also the direct impact created through natural resource use, carbon emissions, waste generation, and social justice.

I recommend looking at four key factors when considering the impact of a sustainable marketing program:

1. Energy Use and Emissions

• What amount of energy will be expended to produce the program? Can this be minimized?
• Will production create carbon emissions? If so, how much
• How far will any produced materials be shipped, if they are shipped at all?

2. Waste Generation

• Is the program created to minimize materials that could end up in a landfill?
• Are all inks, papers, and other elements of the marketing program considered eco-friendly?

3. Recycled Materials and Recyclability

• Are all of the produced materials, prizes, premiums, or other elements of the marketing program easily recyclable?
• Is information about recyclability easy to find for the consumer?
• Is post-consumer recycled material used whenever possible?

4. Social Cost

• Are all of the elements of the marketing program produced in a socially responsible environment? (e.g. in manufacturing facilities that provide a healthy, clean environment, don't employ child labor, and don't actively discriminate against its workers or other groups).
• Is the delivery or message of the marketing program both healthy for and equally accessible to all participants?
  

Does Green Mean Green?

The tagline "Go green, save green!" is ubiquitous in the current marketplace.

Although once a clever (and now tired) usage of a dual meaning of the word "green," it presumes that the consumer will make the connection between making a "green" choice (e.g. an environmentally aware choice) and keeping "green" in their pocket (e.g. green dollar bills).

Once we get beyond the fact that in this global world, the money of countries outside the U.S. is not uniformly green, thus rendering the tagline meaningless, I wonder: is this statement valid?

In making an environmentally enlightened purchase decision right now, whether it be toaster pastries, light bulbs, or toilet paper, are we indeed "going green?" And if the purchase decision is based on an instant price discount, then doesn't the line really mean "Pick this and we'll give you a discount!"

I would argue that "going green" is much more deeply rooted in personal philosophy and experience, and certainly is not made as an on-the-spot decision, like "I'll be green in this very moment" and then forgotten.

Research from wellness market research pioneer The Hartman Group found that consumers often first become engaged in green products or services through things that go "in" or "on" the body. Their initial gateways are through concerns about health and quality.

Given this context, it stands to reason that communicating that your product will "Make your skin glow without harmful chemicals" may be a more compelling message. And if you want to stimulate an instant purchase for the consumer, simply lower your price or offer an instant coupon.

How Sustainable Marketing Has Gone Mainstream

Interesting post from a green marketing pioneer about how sustainable marketing has broadened and deepened over the last 20 years: http://tinyurl.com/l97jr6.

Great Green Brand Program

Earlier this summer, I found a delightful example of a consumer marketing program that built awareness very effectively with me as a consumer: the Toyota Prius and the Sims 3 game release.

The strategy appears to be leveraging the equity and audience of each of the complementary products: the Sims 3 user can download a free 2010 Prius directly into the game and can find out more about the actual car through a link to the Toyota website. Toyota announced in July via e-mail that with a special Toyota code, consumers could receive a 15% discount off of the Sims 3 game.

Clever stuff -- the gamer gets free digital stuff, and the Prius builds awareness and creates a connection between the gamer and the brand.