Sorry environment, but when you make even the best-intended people choose between you and their wallets, the wallets usually win. Since the recession began two years ago, sales of green-but-costlier alternatives have been steadily dropping.
During my Prove It Before You Promote It seminars, it’s not unusual for someone to ask about greenness as a strategic peg. My answer: If you go green because you truly care about the environment, there is nothing wrong with mentioning it in your advertising. But if you go green solely because you think it will increase sales, you will likely be disappointed.
For one thing, environmentally conscious people are pretty good at seeing through exploitative attempts. For another, there is the above-cited, all-too-human tendency to favor self-interest when the chips are down. For yet another, companies that try to weasel their way into claims of greenness only look silly, while making a mockery of the topic. If your company specializes in shooting endangered species, do not claim greenness because you pick up and properly dispose of all spent cartridges.