The 12 Step Plan To Solving The Green Gap
- Make it Normal: Turning Green Choices into Everyday Habits
- Make it Personal: Connecting Sustainability to Individual Benefits
- Create Better Defaults: Guiding Sustainable Choices with Ease
- Eliminate the Sustainability Tax: Making Green Choices Affordable
- Bribe Shamelessly: Using Rewards to Drive Sustainable Behavior
- Punish Wisely: Using Consequences to Encourage Green Choices
- Don’t Stop Innovating: Sustainable Products that Outperform the Rest
- Lose the Crunch: Making Sustainability Mainstream and Stylish
- Turn Eco-Friendly into Male Ego-Friendly: Making Green Appealing to Everyone
- Make it Tangible: Providing Visible Feedback on Sustainable Choices
- Make it Easy to Navigate: Simplifying Green Choices with Clarity
- Tap into Hedonism over Altruism: Making Green Living Fun and Exciting
1 – In the quest for a sustainable future, normalcy is the key to igniting a mass movement. Rather than portraying green products as exclusive or avant-garde, the real challenge lies in making sustainable choices an everyday norm. Most eco-conscious individuals have already embraced their role as leaders, but the broader population seeks inclusion and conformity. To drive this mass behavior shift, brands need to make sustainability feel mainstream.
OPOWER, a company founded by Dan Yates and Alex Laskey, harnessed behavioral economics principles to encourage energy-efficient behaviors. Their ingenious approach involved informing consumers about their energy usage relative to their peers. By revealing that others were making eco-friendly choices, OPOWER triggered energy-saving actions in up to 80% of households, a stark contrast to the usual 5% participation rate in such programs.
This phenomenon isn’t isolated. OgilvyEarth’s Hopenhagen campaign experienced a similar surge when the number of sign-ups crossed the 1-million mark. This strategy leverages the psychology of conformity, where people feel more comfortable adopting behaviors endorsed by the masses. For instance, Montana’s shift from a vague anti-drunk driving slogan to “Most of us don’t drink and drive” reduced drunk driving rates by 14%.
2 – Shifting the paradigm of sustainability marketing, the focus is no longer on abstract concepts but on personalized benefits. OgilvyEarth advocates transforming sustainability discussions from polar bears to individuals. Personalized messages have a profound impact, resonating far deeper than lofty, distant ideals. Companies that can intertwine their products with individual gains are positioned for success. This principle is evident in thriving sustainability product sectors like organic foods.
Organic foods, for instance, witnessed an 8% growth in 2010, far outpacing the 1% growth of the overall food industry. The Organic Trade Association highlights the appeal of organic products due to their direct personal benefits—enhanced quality, taste, and perceived “purity” due to the absence of synthetic elements. A similar trend is evident in the natural beauty industry, which saw an 8% growth in sales of natural and organic personal care products.
Mainstream brands are embracing this shift, as seen with products like Garnier Fructis’ biodegradable Pure Clean shampoo and conditioner. Even deodorant brands like Secret are venturing into natural formulations. This shift is a testament to evolving consumer preferences and their readiness to adopt sustainable choices in their daily routines.
The personal relevance of sustainability extends to baby products, where the health of newborns takes center stage. The natural, organic, and eco-friendly baby products category is booming, transcending its niche origins to permeate mainstream baby retailers. From baby foods to bed linens, the demand for products that prioritize health and sustainability has become pervasive.
In essence, by making sustainability personally meaningful, brands are tapping into a powerful motivator that resonates with consumers. The evolution of mainstream products towards eco-friendly options signifies a shift in consumer consciousness towards products that align with their individual well-being and values.
3 – Shifting the needle towards sustainable behaviors becomes seamless when green becomes the default. In a society where eco-conscious choices are the norm, individuals don’t need to consciously opt for green actions. The complexities of making green choices, often laden with trade-offs, can be tiring. What if, instead, the onus of decision-making is shifted away from consumers? What if the default choice becomes the better, greener option?
Retail giant IKEA set a precedent by charging for plastic bags in 2006, leading to a complete ban by 2008. This shift normalized the use of reusable bags for shopping. The town of Modbury in England went a step further by banning plastic bags in 2007, and this approach has spread to US towns like Telluride, Colorado, and Santa Monica, California.
Defaults are a potent tool to embed sustainable behaviors into everyday life. Collaborations like UMB Financial’s partnership with the Environmental Protection Agency’s Energy Star Program and the Forest Stewardship Council exemplify this. UMB offers customers an Eco Reward VISA Platinum credit card, designed to accumulate double rewards points on green purchases. By making green choices the default option, UMB simplifies the journey towards sustainable living.
The core principle lies in making sustainability convenient. By eliminating the complexity from consumers’ decision-making process, brands can encourage widespread adoption of eco-friendly practices. Convenience, a longstanding driver of consumer behavior, becomes a catalyst for embracing green living. The lesson is clear: by tweaking defaults, we can create a world where sustainability is not just a choice, but the natural course of action.
4 – In the realm of sustainability, the path to widespread adoption should be paved with affordability, not taxes. While governments often use taxes to influence behavior, the practice of taxing virtuous choices contradicts the goal of fostering a greener world. For example, the higher prices associated with many eco-friendly products seem to discourage sustainable choices rather than encourage them.
The concept of shrinking the “Green Gap” between eco-trendsetters and mainstream consumers lies at the heart of this challenge. Data shows that for many Americans, saving money is the primary motivation for embracing sustainable practices and products. Brands like Method have demonstrated that affordability and sustainability can coexist. Method’s journey from niche eco-friendly products to mainstream shelves, like those of Target, highlights the power of accessibility.
Retail giant Walmart has also embraced this principle. By reducing prices on whole grain foods, fresh produce, and sustainable products, Walmart aims to eliminate the affordability barrier, ensuring healthier and more sustainable choices are accessible to all consumers. Such initiatives erase the perception that eco-friendly products are a luxury only for the privileged few.
Imagine a bold step where companies creatively price their eco-friendly products on par with conventional alternatives. Despite initial challenges for pricing experts and accountants, this approach would normalize the prices for sustainable options, making them an easy choice for consumers. By dismantling price premiums, brands can demonstrate a real commitment to driving positive behavioral change, establishing a virtuous cycle where sustainability becomes the default choice.
In a world where pricing and accessibility align with sustainability goals, the idea of a “sustainability tax” becomes obsolete. Breaking down the barriers of affordability sets the stage for a future where eco-friendly choices are accessible to all, turning a once-elitist endeavor into a universally embraced norm.
5 – In the realm of sustainability, a little bribe doesn’t hurt. Rewards, whether in the form of gold stars, cash, or treats, have a powerful effect on shaping our behavior. The journey towards greener choices might feel daunting for newcomers, laden with a sense of never doing enough. But why not transform this journey into an enjoyable adventure by offering incremental rewards for every stride taken towards sustainability? The mantra here is to incentivize progress, not perfection.
Take the example of RecycleBank, a trailblazer in rewarding consumers for recycling. Their ongoing rewards program offers points redeemable for a variety of products, ranging from sundries to sunglasses. Importantly, the rewards aren’t limited to eco-friendly items; they resonate with everyone’s desires and pleasures, illustrating the merging of sustainability and normalcy.
The success of RecycleBank has paved the way for new platforms like EarthAid, EcoBonus, and Greenopolis. These platforms collaborate with businesses to channel money back into consumers’ pockets for making eco-conscious choices. Coupons, a longstanding marketing tool, are also undergoing a renaissance within the context of sustainability.
Taking a page from smart finance, the Citi Forward credit card exemplifies how rewards can be harnessed effectively. Besides conventional credit card rewards, it offers a lower APR for consistent on-time payments. This notion begs the question: can we extend this smart approach to sustainable choices?
In the past, S&H Green Stamps offered customers rewards through paper stamps. Today, the concept could be reborn as a modern and vibrant program to keep consumers loyal to sustainability. Imagine a “Really Green Stamps” initiative that rewards green choices, turning sustainable living into a continuous cycle of joy, rewards, and loyalty.
By merging the psychology of rewards with the path to sustainability, we can transform the journey into an enjoyable venture. The marriage of rewards and eco-consciousness can empower us all to play our part in making the world a greener, more vibrant place.
6 – Harnessing the power of shame, stigma, and guilt might just hold the key to motivating positive behavior change, but like all things, balance is crucial. As we delve into the world of influencing sustainable choices, it’s imperative to tread carefully, offering a blend of correction and encouragement for optimal results.
The concept of “smart shaming” involves judiciously using shame and guilt as tools for driving greener choices. However, our research underlines that while guilt can have a potent impact on those who need the most guidance, for those who are earnestly striving for eco-consciousness, excessive guilt can backfire, leading to frustration or even denial.
An intriguing case study from Washington DC reveals the power of public accountability. Making private sustainability decisions public, such as asking shoppers to request plastic bags in front of others, significantly reduced plastic bag use from 68 million to 11 million within a quarter. Evidently, the avoidance of guilt proved to be a compelling motivator for behavior change.
Applying strategies akin to those used for other compliance-related issues, some ingenious initiatives have surfaced. Stivoro, an anti-smoking organization in the Netherlands, encouraged individuals to “blackmail” themselves by sharing incriminating photos with friends for public accountability. Gym-Pact adopted a financial approach, charging less active gym-goers more for their membership, demonstrating the multifaceted ways in which motivation can be sparked.
However, the power of punishment must be wielded carefully. Research highlights that misapplied punishment can lead to unforeseen and even opposite consequences. For instance, daycare centers imposing fees for tardy parents inadvertently reduced their guilt by turning it into a financial transaction.
The website Stickk.com, developed by Yale economists, takes a different approach. It capitalizes on our innate sense of conscience and commitment by enabling users to craft contracts to achieve personal goals. Failure to meet these goals incurs self-imposed penalties, fostering a sense of personal responsibility.
In the pursuit of greener behavior, smart shaming emerges as an intriguing avenue. By adeptly blending guilt, rewards, and accountability, we can navigate a path that encourages positive choices without overwhelming individuals or triggering resistance. As we learn to wield the power of emotions wisely, a greener future might just become more achievable than we thought.
7 – In the dynamic realm of sustainability, progress hinges on relentless innovation. Striding forward while enhancing performance and maintaining consumer trust is the cornerstone of achieving mass adoption of eco-conscious choices.
Consumers today are unwilling to compromise performance for sustainability, and rightly so. This makes the challenge of surmounting the performance barrier, whether real or perceived, all the more critical. Brands that master this balance are poised for success, wielding their brand credibility to fuel sustainability initiatives.
Examples like Unilever’s Persil Small & Mighty and Levi’s Water<Less jeans collection showcase how established brands can champion sustainability. The former saves millions of liters of water while retaining brand excellence, and the latter reduced water usage significantly. Such success stories underscore that to drive mass adoption, sustainable products must not merely match but outperform traditional alternatives.
Leading brands like Nike and GE have transformed the performance challenge into innovation opportunities. They’ve leveraged sustainable materials to improve product quality and have reaped substantial rewards. Beyond the physical product, companies need to evaluate the full lifecycle impact of their offerings. Unilever’s Sustainable Living Plan and Levi’s Eco Care label exemplify the comprehensive approach needed.
However, the quest for holistic sustainability shouldn’t halt at the product. Packaging and usage also demand innovative solutions. Why do some eco-friendly products still come in non-recyclable packaging? Why not offer more reduced-packaging refills for home cleaning products? The future lies in presenting consumers with all-encompassing choices that align with their values.
In a competitive landscape where differentiation is a challenge, sustainability opens avenues for groundbreaking innovation. Brands like Unilever demonstrate that innovation must transcend product creation, reaching into changing how consumers use those products. This all-encompassing mindset is essential for building a sustainable future while redefining success in the market.
As we navigate this green journey, let’s remember that innovation not only transforms the products we make but also redefines the way we live with and use them. Companies that rise to this challenge and embrace a panoramic perspective on sustainability are poised to shape the future of consumption.
8 – Green marketing is shedding its crunchy, hippie image and stepping into the realm of mainstream hipness. It’s time to discard stereotypes and recognize that sustainability can be chic and cutting-edge without resorting to the off-the-grid aesthetics of the past.
Imagine the face of a green consumer. Is it that of a stereotypical granola-eating, Birkenstock-clad hippie? The truth is, eco-friendly products don’t need to be packaged in burlap to convey their sustainability. To liberate the green movement from the “G” word, we should consider an approach that sidesteps direct mentions of eco-friendliness.
Take Julie Gilhart, former Fashion Director of Barneys NY, as an example. She discovered that removing “eco-friendly” labels from garments led to increased sales. Consumers were turned off by the crunchy image associated with the label. Instead, focusing on the premium quality and benefits of eco-friendly materials proved more effective. This shift in perspective can place sustainability as a secondary or tertiary benefit, making it more appealing to a broader audience.
Method, a household cleaning brand, embodies this approach. Their innovative cleaning products aren’t just about being green; they’re about being better. Method revamped packaging, fragrance, formulation, and marketing to create products that stand out on shelves and in homes. Their quirky communication style avoids preachiness, making sustainability an integral, non-crunchy part of their brand.
Similarly, Chevrolet’s Volt campaign masterfully highlights the car’s performance while casually mentioning its sustainability. The tagline “It’s more car than electric” encapsulates this messaging hierarchy. This approach recognizes that sustainability can be a selling point for the mainstream consumer, rather than a deterrent.
9 – Green isn’t just for the granola crowd. Sustainability can appeal to the manly man as well, without compromising his macho image. While the everyday choices we make for sustainability might not excite the typical Nascar fan, there’s a way to make eco-friendly choices resonate with masculine sensibilities.
Think back to Marlboro’s iconic transformation from “Mild May” to the rugged Marlboro Man. This shift turned filtered cigarettes from feminine to a masculine symbol practically overnight. Sustainability needs its own Marlboro Man moment, and the answer lies in making green macho.
Let’s consider the example of the Prius versus BMW’s EfficientDynamics eco-friendly car line. The Prius, with its quirky design and ads featuring flower-clad children, targets early adopters and those looking to display their green credentials. However, this approach implies that cars are inherently bad and must be subdued. It’s not a message that will resonate with mainstream men who view their cars as symbols of masculinity and success.
On the other hand, BMW’s EfficientDynamics approach redefines sustainability. Instead of making cars “less bad,” it focuses on making them better. This line of cars maintains the quintessential BMW look but with enhanced eco-friendliness. The ads exude danger, speed, and status – qualities that appeal to the masculine sensibilities of car enthusiasts. This strategy aligns perfectly with BMW’s brand and resonates with the Top Gear set.
This approach isn’t limited to cars. Brands like Patagonia and Cliff Bar have successfully targeted male audiences using appeals related to surfing, snowboarding, hunting, fishing, and other traditionally masculine interests. By shifting the narrative from compromise to improvement, sustainability can become a powerful tool to engage even the most manly of men.
10 – Sustainability can sometimes feel intangible, like a distant concept difficult to grasp. To encourage consumer engagement, we must bridge this gap and bring sustainability’s benefits into the here and now. Making the invisible visible and calculating complex equations can transform abstract notions into tangible actions.
The journey from shopping carts to the Arctic is vast, but consumers can struggle to connect their choices to such distant consequences. Simplifying the mental math and translating sustainability benefits into something concrete is crucial. One ingenious example is the Wattson by DIY Kyoto, which changes color based on a home’s energy usage, providing instant feedback to consumers.
Cars are another major source of consumer emissions. Whether you drive a little or a lot, the invisible carbon footprint left behind can be out of sight and mind. However, what if the impact of driving could be immediate – say, on your wallet? Imagine car insurance costs tied to mileage, where excessive driving incurs higher fees. Progressive in New York has already experimented with pay-as-you-drive insurance, indicating promising reductions in driving and emissions.
The Prius took a different approach, offering real-time visibility into the impact of driving decisions on MPG. This immediate feedback, along with potential financial savings, has contributed to the Prius’ success. Tangible signals, whether financial, visible, or experiential, play a crucial role in closing the feedback loop between actions and consequences.
As we navigate the complexities of sustainability, creating ways to see the unseen and calculate the intricate math can empower consumers to make more informed choices. By making sustainability tangible, we can connect daily decisions to meaningful impact, inspiring more eco-conscious behaviors.
11 – In the world of sustainability, transparency and a clear roadmap are essential to overcome eco-suspicion and confusion. Unintended consequences can lurk not only in promotional efforts but also in packaging choices. While buying green products is becoming a norm, trust in their authenticity remains a concern. The multitude of labeling and certifying organizations, meant to guide eco-conscious consumers, has ironically led to eco-confusion and distrust.
To combat this, some companies are taking innovative steps to empower consumers with easy-to-understand information. Timberland, for instance, quantifies the carbon footprint of each shoe and displays the score on the box, detailing energy usage and environmental impact. However, such efforts might not be sufficient without a basis for comparison.
Retailers are stepping in to provide a navigation system for sustainability. Whole Foods introduced a color-coded sustainability rating for seafood, helping shoppers make informed choices. Tesco partnered with the Carbon Trust to label products with their total carbon footprint, from production to shelf space.
Understanding nutritional values can be similarly perplexing. To simplify this, the UK’s Food Standard Agency introduced a color-based system for food labeling. High-fat content is labeled in red, moderate in orange, and low in green. This mental accounting approach has transformed decision-making by making the information more accessible and intuitive.
As we journey through the eco-maze, simplifying choices with transparent and easily understandable information is paramount. By providing consumers with straightforward tools to navigate the sustainability landscape, we can foster trust, informed decisions, and a more sustainable future.
12 – The journey towards a greener lifestyle doesn’t have to be a joyless endeavor. In fact, tapping into hedonism rather than altruism can be a powerful way to inspire positive behavior change. The world of sustainability has often been associated with sacrifice and seriousness, but what if we could infuse it with a sense of excitement and delight?
Volkswagen is a prime example of how fun can drive change. To combat littering, they transformed a bottle deposit bin into an arcade game, making depositing bottles an engaging activity. They also turned a staircase into musical piano keys, boosting stairway use by 66%. By making positive actions enjoyable, Volkswagen demonstrated that sustainable choices can go hand-in-hand with entertainment.
The concept of making sustainability fun is not new, but it’s a concept that needs to be at the forefront of green marketing. The Energy Smackdown, created by the BrainShift Foundation, showcases how competition and recreation can drive energy savings. Community teams compete to reduce energy consumption, with a television series capturing their efforts. By blending entertainment and competition, the Energy Smackdown encourages change through engagement.
Whether the motivation is personal, environmental, or something entirely unique, the key is that positive change is occurring. As Volkswagen’s “The Fun Theory” suggests, as long as the outcome is a greener world, the path to get there can be filled with enjoyment. By embracing the power of pleasure and fun, we can turn green living into a sustainable and joyous way of life.