While creating greener products is the first challenge in moving towards a sustainable economy, equally challenging is getting the majority of consumers to buy such products. The dilemma is that while “green consumers” will usually support eco-friendly products (and their support is necessary to establish eco-legitimacy), green consumers represent less than 10% of the population. If we are to achieve sustainability, surely we must engage the remaining 90% of the public - those we refer to as “blue consumers”.
The dilemma is that while most blue consumers are concerned about the environment, these concerns are usually secondary to a product’s price and quality. What this means is that effectively engaging blue and green consumers requires dual-pronged marketing strategies.
The team at One Earth has spent over a decade successfully applying such parallel path strategies. Our expertise includes:
To encourage all consumers to support the next generation of green products, we are happy to help guide any entrepreneur or business in marketing their sustainable goods and services.