Convincing people to sacrifice, to live with less for the sake of the environment, does not generally work, because it runs counter to human nature. What does work – as every marketing agency would know — is to show people that there is something better out there waiting for them in a greener, more sustainable society. It’s a better way of living. Better than what you have now. You can have it too. You deserve it even!
Such enticement does not rely on intellect. It appeals heavily on the emotional level. It involves getting you to feel, to want. It calls to your senses.
Now what does marketing have to do with saving the planet? Quite simply, it’s time for us greenies to rebrand “environmentalism”. It’s time to focus on how great the future could be, not how bad.
Everyone wants to have a healthy planet. The challenge lies in selling the steps required to get us there. We all want clean air. We all want to save polar bears and eat safe food. But do we want to lose our jobs to make it possible? Do we want to spend the winter in wool coats, gathered around a single heater? Do we want to all live without access to a car?
Of course not. Nor should we want to. And nor would we have to. But that is not the impression many people have. Whether by poor communication from the proponents of environmentalism, or outright deception from the merchants of the status quo, a myth has been allowed to develop around what a more sustainable lifestyle, a “greener” society might look like. That myth equates a greener future with spartan lifestyles, granola at every meal, and making all your own clothes, from jute sacks. It’s about not having any fun.
The challenge of marketing green or sustainable living is to boldly counter that myth, with an offer of a colourful, vibrant, rewarding life. With a vision of communities that are safe, healthy, full of human interaction, and art and energy. With a picture of an economy that delivers efficient, reliable products and services, and good jobs that don’t pollute.
This should not be hard to sell, because it is fundamentally the truth.
Tags: David Chernushenko, enviromentalism, Environment, Green Economy, healthy planet, Marketing a Greener World, marketing green
