I talk about this all the time - the green market going mainstream. I call it eco chic. Have you checked in with Oprah lately, or seen any one of the many YouTube videos (here’s a friend of mine over at Alive and Well TV) or how about the Home Depot circular advertising their energy saving appliances and the company’s green initiative – Eco Options?
If not, you must be living in a cave. Ah, that could be considered eco-friendly, I suppose. In fact, that would be truly living off the grid. Which brings me to my point.
What is eco-friendly? Is it hard-core living off the grid with composting toilets in a straw-bale house in the middle of nowhere (which is basically anywhere you can’t easily reach a Starbucks)? Or is it luxury living (have you seen the price of furniture that is FSC certified) with a new twist?
Does anyone really know?
I think not. There are a lot of terms floating around. A lot of retailers are looking to cash in on the ‘green movement.’ But is it legit? I mean, are these companies truly looking to be ‘green’ in not only the products they carry but their company mission statement and policies?
Face it, friends. The rush is on to capitalize on the market. Here’s one for you. Mercedes-Benz has a green car. Yes. It’s true. The E320 Bluetec was named the 2007 World Green Car just last month.
Now, let’s stop and think about this. Mercedes-Benz reeks of luxury. Mercedes-Benz does not reek of self composting toilets. Smells more like luxury market with a twist to me.
There is growing interest in solar, hydro-electric, bio diesel and low impact living but again, how far is too far? What are we willing to give up as consumers and who, exactly, can afford these options? They aren’t cheap. They are supposed to be more cost effective over time but initial outlay is priced above comparable typical heating, cooling and gas efficiency solutions.
What about the health element? Living a green lifestyle IS healthier. There’s no price tag that you can place on optimum health - which brings me to yet another point.
Ever heard the term LOHAS? No, it’s not a Hawaiian word.
LOHAS (Lifestyles of Health and Sustainability) represent a $228.9 billion marketplace for goods and services that focus on the environment, social justice, personal development and sustainable living. This is a rapidly growing group of consumers. A real force to be reckoned with as we say down South. They are leading the "green" bandwagon. Any marketing efforts should take this group into account. And, they are looking for and loyal to companies that are committed to being ‘eco’ to the core.
Then, there are the “Naturalites” and while this group isn’t driven to purchase eco-friendly products, necessarily, they are very health focused looking for natural and organic consumer goods, especially food. “Naturalites” represent about 25% of all US adults.
The biggest point to make here is that the conversation has been started. Green is in. Eco is now chic. The market segments are beginning to be explored. Now, that the seeds of change have been planted, how are you going to participate? What’s your company stance? Will your garden grow "green" from the ground up?
Hmm. Good.
I really love to try it out. This is something new