“The mainstream has completely confounded us when it comes to green,” confess Ogilvy & Mather in their document Mainstream Green: Moving sustainability from niche to normal. Although 80% of Americans believe “going green” is important, only 50% of them actually practice green. 82% of Americans have good green intentions, but only 16% are dedicated to fulfilling these intentions. Green marketing is failing to inspire change.
Maybe it would be easier to rally the people who have the most at stake in the “green” game – the children of the world. Don’t underestimate a.) their level of concern and b.) the value of “pester power.” Marketers have relied on the ability of kids to “pester” their parents into buying stuff for years. Why can’t we harness that power for good? In the U.K., they already are.
A recent study by energy company EDF showed that 42% of adults admitted to coming under pressure from their children to be more environmentally friendly. And UK Nickelodeon has a show called “Nick’s Big Green Thing.” In their research before launching, Nick found that 85% of kids polled thought people should be more concerned about the issue and 96% believed it is important to encourage other people to be more environmentally friendly.
Analysis. Authenticity. Alignment.
- Use research to determine key youth markets
- Identify behaviors that can be most easily shaped "green"
- Align your organization's product/service with youth market
- Craft authentic, positive, inspiring messages
- Create compelling educational materials for specific age groups
- Share your campaign in social media
View examples of our work in the area of green marketing to younger audiences:
GPGT Elementary Lesson Plan
"Print Grows Trees"
"Go paper. Grow trees."