Avoiding Green Marketing Myopia

With the recent trend of making everything "green", it is vital that businesses remember what customers truly care about. It is true that some people care about being "green" and saving the plant, but marketers need to figure out what really drives their customers. According to Ottman's article, when Philip's introduced their EarthLight light bulb, it only appealed those people who deeply cared about being "green." Environmentally conscious companies must keep in mind their customers needs and interests in order to sell their products.

Consumers today, for the most part, are not overly concerned about saving the environment. For green companies to sell their products, they need to attract customers through other ways besides focusing on the greenness of the product. Phillips sold more of their light bulb after changing the name to one that told consumers that it was a money and energy saving lightbulb. Companies must remember to appeal to consumers' interests instead of always focusing on the "green" aspect of their product.