Best in show green companies need to save dazed and confused consumers

Companies throughout the world use unfair leveraging techniques to gain publicity in the global market with green marketing schemes. It has only gotten easier for companies to buy labels, PR releases, and non-profits to bolster their label. In fact, Tainted Green has already uncovered a variety of companies and non-profits that have unjustly organized campaigns by using misleading information. Perhaps, however, with the right company, a positive campaign is possible by developing a relationship that provides enough information for consumers to make intelligent decisions about companies upholding a strong green standard.

Currently, there is no shortage of consumers who are buying green products with the idea that they are bettering the world. Whether it is for nutrition, social justice, or just an internal conviction, consumers are still buying green products—even with the current conditions of the economy. According to an EnviroMedia Social Marketing press release, 82% of consumers are still buying green. The market is both juicy and ripe and companies know it.

So how should a company approach green marketing?

Companies with true green initiatives should educate consumers both beforehand and at the point-of-purchase because consumers are not well educated. The same EnviroMedia press release states that 1 in 3 people have a hard time determining the legitimacy of a green claim and 1 in 10 people “blindly” believe in green claims. Undoubtedly, there is a reason consumers are dazed and confused: every company (just about) is green. So provide them with information that enables them to make informed decisions.

With a market as strong as it is now for green and with consumers as uneducated as they are, it is absolutely vital that TRULY GREEN COMPANIES educate their consumers. Companies can get ahead of the green curve by simply reaching out and demonstrating what the company is doing to enhance the environment and the movement. Give the 33% of the population that just doesn’t know enough, a reason to buy from the companies that are doing their part in the green movement—not just the ones making the claims. It not only backs the legitimacy of the company, but it creates a relationship with the customer that is founded on integrity.

The formula is simple: get ahead of the movement by showcasing the best green initiatives and make sure consumers understand what they are getting.