As stated in the previous blog post, Green Marketing is no passing fad. In fact, to some observers, including me, Environmental Marketing looks like the New Black for women shoppers.
According to a recent study by the marketing consulting firm Frank About Women, one-quarter of all products in a woman’s shopping cart are environmentally friendly. (Note: this is data from the USA, unfortunately our shopping carts here in Australia have no current way of achieving such lofty green levels.)
The study also shows, according to an article in Ad Week, that “women are less likely than men to scoff at ecological concerns.” Most importantly, “if they feel they are getting a comparable product with green benefits, 69% are game to buy it.”
Another study, being released this week at the Good and Green Marketing Conference, will reportedly show that 80% of adult women in the USA believe very strongly that individuals can affect the environment, but that almost 60% believe that they are personally not doing enough to protect it.
It’s no wonder why Procter & Gamble has announced it will embark on a multi-brand initiative in the USA to educate and encourage consumers (read: women) to “make sustainable choices.” Called Future Friendly, this new platform from P&G includes a line of “green” Pampers disposable diapers and a pledge to provide 4 billion liters of clean drinking water in the developing world.
Modeled on previously successful initiatives in Canada and the UK, P&G is attempting to differentiate itself by claiming their existing products use less waste, energy and packaging, rather than by creating new “green” brand extensions. P&G is targeting its loyal customer base, hoping these consumers will be more likely to remain with their trusted brands if these are shown to be sustainable products.
“We are targeting the mainstream consumer – rather than the ‘environmental’ consumer – who does not want to give up on the brands that they like, but wants to use them in a sustainable way,” explained Glenn Williams, a P&G official, in the Financial Times.
While P&G is a late entrant to the green household products market, the company is sending a clear message that corporations must adopt sustainable practices in order to stay competitive. Of course, P&G also has a bottom-line target for this program, which reportedly includes placing 30 million of the company’s sustainable products into U.S. households by the end of next year and achieving total sales of $50 billion in sustainable products by 2012.
Interestingly, this “future friendly” program from P&G was announced (at the Clinton Global Initiative) while the U.S. Chamber of Commerce is voicing opposition to the climate change legislation before Congress. It appears that P&G, unlike the U.S. Chamber of Commerce, understands the need to align their business practices – and their brands – with the growing environmental concerns of consumers.
P&G also understands that Green Marketing is the New Black for women shoppers in America.