Men like it mean. Women like it green. That’s the thought behind this article on how to market “green” products or technologies.
Interestingly, many years ago a marketing guru I met told me that while Europeans and Asians are driven to “be green” by necessity, Americans will only be driven there by their pocketbooks. How prophetic. With gasoline approaching and in some areas surpassing $4 per gallon, the solar and electric vehicle industry are gathering so much momentum as a result of both the environmental and economic realities.
I am so amazed that marketers are stil using guilt. Having used it myself, and had it used on me, its really not a great motivator, and in fact can often have opposite results. Solar blogs around the world have written about this topic regarding the solar industry for decades. I am now seeing the same thing applied to the EV industry. Messages must be positive and engaging.
Its ok to say you’re green. Its ok to use it in marketing. Just beware how its done, so that its not exaggerated. I’m hoping to impact sunlogics marketing in a way that engages and enrolls through positive messaging. With so much going on, I am reminded by the old chinese saying “step by step”….
Sass