Over the time period of the last year, more than 95% of the consumer products which claimed to be green and eco-friendly in any way resulted in being misleading, deceptive and vague.
As per TerraChoice, a marketing group, it was also seen that there was a 75% increase in eco-friendly products all over the market. This proves that an increasingly large number of business owners think ‘green’ is hot! They question themselves about whether there is anything ‘green’ about their product. This strategy is wrong because whenever you ask what is green about your product, you can always find something to speak about.
It is no longer true that green products are the magic bullet to increased sales. With stricter requirements from the FTC and more sophisticated consumers, it takes enough effort to stand out in the crowd. The consumer care brand, Ecostore Shampoo which manufactures sustainable skincare products and other cleaning supplies with no harmful chemicals, had to work a lot in order to make a fair share in the market. If you want to please the FTC, we’ll tell you about how you can strengthen the claims and monetize your brand new green invention.
Things to keep in mind before bringing an eco-friendly product to the market
- You’ve got to comply with the Federal Trade Commission
The FTC has set up some really stringent guidelines for all those businesses which make claims of providing environmental benefits. The main concern is with the tags like ‘nature-approved’ or ‘Earth-smart’ which don’t have any kind of scientific evidence. It is easier to substantiate any specific claim than it is for any other general claim. Consumers actually perceive few specific benefits like the mentioned product will be recycled or it will degrade. Since there are fewer products with such similar attributes, such claims are almost impossible to substantiate. In case a business dodges the rules of the FTC, it can expect getting a cease-and-desist order from the FTC. They can even sue them.
- You have to get the seals of approval and certifications
There are several companies these days which choose to add environmental logos and certifications on their products and they do so in order to get an edge over marketing and to gain the trust of the customers. But did you know that there are third-party organisations like Chlorine Free Products Association and Green Seal which conduct independent tests on the products to make sure they have a scientific proof for their product claims. On the other hand, the FTC also treats the seals of approval as nothing but endorsements. There are times when companies run their own tests and they create logos on their own or they use trade association members to certify.
- You need to tell your unique story
Gone are those good old days when ‘green’ was just a quick-fix marketing ploy. Now it has to be soaked within your products, your culture and the employees when you’re trying to utilize it as a platform. When you take a look at any small business, all you see is that they have an impressive story and that they aren’t scared to offer proof for all the eco-friendly claims. This is how the smaller green businesses tend to become bigger ones. Seventh Generation is another such company which offers dishwashing and laundry detergents without harmful chemicals like phosphates and now you can find their products in 1500 Walmart stores all over the country. Hence, companies have to be sincerely more responsible about what they claim.
- You have to lift the veil from the product
Nowadays, consumers expect more transparency than what they ever expected before. In fact, transparency has become a signature staple of all the top businesses of these days and this is even more important to the eco-friendly sector where greenwashing charges are lobbed. There has to be a reason behind why the already-successful brands offer a painstaking detail of the environmental value of the product. The best eco-friendly businesses never step back when it comes to exposing the truth behind what they claim. The ones that fret are the ones that run into trouble.
Hence, as we see, it is vital that the enthusiasm of creating sustainable and green products is actually factors that can be used for differentiating you from your competitors. This is an emotion which should permeate all aspects of a business. You shouldn’t make people confused about what they should do in order to make a right choice.
Marketing your green business – Steps involved
- Recognize your target audience
All products are not created in an equal manner and the audiences to which they appeal will differ in location, age, tastes, culture and values. This is why it is necessary that you know your customers and know how their tastes vary from the others. Identify the aspects of your product to which the customers will appeal.
- Create a customized plan
Marketing involves standing outside the crowd. Using a formula will be equal to mimicking your competitors and getting lost in the crowd. You can rather create effectiveness of your campaign by designing a custom plan. Watch out for unique marketing vehicles which can let you promote the actual message.
- Tie an issue that’s real world
By the nature of such products, the sustainable offerings usually address the latest concerns regarding the environment. When you market your green products, make sure you don’t shy away from relating an environmental issue to your offering so that it can address the concerns of the customer. Position the issue as the solution that it offers to the problem and this will work in marketing your products.
When you add sustainability to your business, this tends to have a maximum positive impact on the environment and also on the sales. You should ensure marketing your offering in an appropriate manner and you will most likely stay ahead of the competition and you’ll also be able to make an impression which pushes the customers to take action.
