Promo - January 2009 - (Page 34)

Tactics Green Marketing Peter Meyers Gray Goes Green Sluggish behind the wheel. Forgetful. Technologically challenged. Oblivious to current events. A simple Internet search reveals that there’s no shortage of stereotypes applied to our older generation. Some are outlandish, most are downright false, but all lead me to ask: Whatever happened to respect for our elders? In defense of our graying demographics, I’d like to apply yet another label, but this one you’d be hard pressed to find on any online lists—Environmental Activists. A recent study by ICOM Information and Communications found that consumers over the age of 55 are the most prolific users of environmentally friendly household products. Females ages 55 to 59 are the greenest, more than twice as likely as the average consumer to use sustainable products. Men ages 65 to 69 weren’t far behind at 1.7 times as likely to use sustainable products as the average American. So much for the belief that environmentalism is traditionally a youth movement. There’s no lack of talking the talk for the youth when it comes to green. Millions of energetic young people gathered around the world last year in support of Live Earth, a one-day global event to combat climate crisis. Hollywood’s young elite trod red carpets in hemp clothing and “Save the Whales” T-shirts. The deficiency arises when it comes time to walk the walk. In fact, according to the same study, both male and females ages 25 to 34 were among the “least likely to use” environmentally friendly products when compared with the national average. Hip, new green goods are not your grandmother’s products—or are they? An article I recently read about “Greenfluencers,” young activists who advocate green trends and disseminate ecoinformation, summed it up the best: “Greenfluencers aren’t even the deepest green consumers,” wrote the Ecopreneurist. “They are just the noisiest.” There are some factors that may be preventing young green enthusiasts from practicing what they preach. Of those who do not purchase eco-friendly products, an overwhelming 50% cited higher prices as the main reason. Another suspicious 17% stated, “I do not believe they are that much better for the environment” as the primary reason for shying away from green goods. This telling information presents opportunities to companies looking to promote eco-friendly products to the young groups that are so vocal about the cause. Reinforce the true benefits of the products to the environment. And above all, figure out an aggressive pricing strategy. The data suggest that eliminating price as an issue— whether it’s by producing smaller sizes or enticing consumers with cost-cutting offers like coupons—could invite waves of new green consumers. The flower-children of the 1960s and 1970s, “Greenfluencers” before the term even existed, are suddenly the backbone of the green product industry. It seems that neither price nor cynicism can deter older consumers now enjoying their golden years from acting on their earlyformed beliefs about a better Earth. The stereotypes will always be there, and our older demographics are undoubtedly thick-skinned. But while others talk about the environment then slide into their SUVs, this group hops in their Hybrids and speeds away, debunking P stereotypes—even at 17 miles per hour. l Peter Meyers is vice president of marketing at ICOM Information & Communications, Toronto. He can be reached at pmeyers@i-com.com In defense of our graying demographics, I’d like to apply yet another label— Environmental Activists. W For more articles on incentive marketing, go to http://www.promomagazine/incentives.com Newsletter Web RSS Webinar Conference Podcast 34 January 2009 / www.promomagazine.com / Promo http://www.promomagazine/incentives http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - January 2009

Promo - January 2009 Contents Editor's Note Casual Games Dr. P and the Roses Outside the Cup Geek�Chic Expresa Tu Hispanidad Jump Start Commentary The Show Must Go On Fed Up Q&A: Smart Food Agency Center Resource Center Gray Goes Green Index of Advertisers

Promo - January 2009

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