Top Green Trends for 2010

This article describes four main themes that green marketers should use as guiding principles during this period of economic recovery.

As students of consumer trends here in the US and around the world, my GfK Roper Consulting colleagues and I have identified four main themes that we as green marketers should use as guiding principles as we move toward economic recovery.

First: This recession did not submerge green – past recessions had far greater impact. In part, this is because green is an emergent value in the US. And In part, this is because consumers have found ways to marry environmental sustainability with financial sustainability.

However, while today’s mood is low, it is not insurmountable. Empowering, educating and encouraging consumers through authentic marketing will prime consumers for a greener tomorrow – both environmentally and economically. We know consumers in the US are starting to embrace green as a personal value; but aren’t quite there yet.

In fact, we have been literally catapulted by the downturn into an era of green pragmatism. Green has not gone away, but it has been redefined in more practical and personal ways. In some respects, the recession has created new reasons to be green. As a result, marketers who are innovative right now will have a head start in a recovered marketplace. At a minimum, understand that regardless of economic means, consumers want and expect green products that at least function at the same level as their non-green counterparts.

Be better, or better yet, be innovative, and you will be a standout if priced competitively. Remember, this era of New Green Pragmatism means that consumers will continue to look for green solutions that save.

Third, is the theme of partnering with consumers and understanding your role as a green marketer. Consumers expect you to do your part – but your part may be different from what you expect. As a partner to consumers, you don’t have to solve the whole problem, but it will help to identify and quantify your part of the solution. You cannot do it all; and consumers don’t expect you to. Their hope is for you to be honest and authentic in how you do your part.

Finally, green in the US comes in many different shades. And your buyer may not be the greenest of the greens. They may not be genuinely green. You may need to meet them in the middle and match them with messaging and marketing that has meaning to them – barriers and all. Tools like our six GfK Roper Green Gauge® consumer types can help you navigate these shades of green in the consumer marketplace and gain insights into who your target really is.

In short, the green market is getting bigger and you can help it along. The key is to help inform and educate consumers along the way.

-April 2010

This content was provided by GfK Custom Research North America. Visit their website at www.gfkamerica.com or read their blog.