This article by Joel Makower on Linkedin exposes a truth the green movement refuse to accept; people base their buying decisions on price and trust of a brand before the environment.
Sometimes itâ€™s hard to face reality, especially when a dream is so alluring. And the alluring dream of green marketing is this: that consumers would cast a vote in favor of a more just and sustainable world whenever they shop.
But the reality has been vastly different. For well over 20 years, consumers havenâ€™t been willing to vote with their dollars. The reasons are many and complex, but the result is clearcut: With the exception of some energy-saving devices, no green product has captured more than a tiny slice of the marketplace, at least in the U.S.
Think about it: No environmentally preferable car, carpet, cleaner, cosmetic, clothing, coffee, credit card or cell phone has captured more than 2 percent of its respective market. In most cases, sales of green products represent well under 1 percent of any given category.Â
Even where green products do seem to be selling, itâ€™s not primarily because of their environmental benefits. Organic foods? Itâ€™s about what we put into our bodies. Hybrid cars? They reduce costly trips to the pump. Energy Star TVs and appliances? They cut energy costs. Itâ€™s not really about the planet.
A reader emails about the article:
I see this every day as an exporter.Â The customers love the product and trust the brand (New Zealand) but ultimately price is always the first and last buying decision.
I also think the writer misses a point about why business are trying to work in a more sustainable manner.Â Yes I agree with him it is about cost savings but being a greenie he refuses to understand/acknowledge that where there is profit to be made, business will protect and nurture the source of that profit better than any other organisation.Â I guess thatâ€™s too big a concept for the left and greenies to understand as they refuse to concede that anyone but them cares about the planet.