Okay, so I don’t really want you to buy a blowup doll. Not even a green one. But it seems as if we think consumers will buy anything green - or rather that a green product will have an edge over competing not-so-green products. Consumers might be more interested in the environmental factors of a product than before, but it is hit and miss. Not every green product will have an edge over competitors. Consumers are still driven by a myriad number of decision making filters when they decide to buy something.
We are told price always counts as number one. Not really. Functionality is generally number one. People buy something because they can use it and expect it to have certain functions. It’s not the only filter they use, but it is a central one. You won’t buy a car if you really want a kettle. Yes, you might be able to boil some water on the engine, but I bet you that’s not why you want the FJ Cruiser. It must be able to do something for you - something you want done. It might be practical (like a kettle) or something more emotional (like a FJ Cruiser). But it will have some function.
Price is important. A $1.99 won’t buy you that meal at Uno’s, but might get you something at McDonald’s. But would you still go there if you had $50 to blow on a meal? That’s an awful lot of Big Macs. You buy what you can afford - or what your credit limit can afford.
Look, feel and ‘coolness’ are other factors that people will use as filters. These are just a few in a very long list, but consumers tend to think through these in a split second. It’s not a conscious tick-box approach. It’s just something we are conditioned to use. That’s why ads try and link into our filters - it’s cool, it’s functional, and it will make you unbelievably attractive - don’t you want hair like that?
And now mainstream consumers are getting a bit more interested in the green factor as well. It still needs to be functional, but people generally want to know that it doesn’t come with a chunk of earth lost forever. And it is easy for consumers to make that choice when the green factor comes at no or little price difference - and when the environmental impact (or guilt) comes with the product. Buying a hybrid - easy, you know the impact that your car will have and you might just as well buy it if is functional enough, cool enough, at the right price etc. Same with light bulbs and food. No harm done - and generally not enough to hurt the wallet.
But what about diamonds or houses or clothes? There is a hidden guilt in these type of products. And our other needs will override our need to be greener. We know that we are already guilty of blowing money when we buy a diamond. Telling them that it is not green or that it comes from conflict areas won’t stop them from buying it. It’s a Tiffany’s ring and she wants it - we can just hope that Tiffany’s care enough for both of us. And forking out a lifetime of savings to buy or build a house makes you feel bad enough already. It’s the biggest investment you will make in your lifetime, but you will still blow an obscene amount of money - don;t even think of what you could have done with that money (Red Sox season tickets, a trip to Disney for the kids, Tiffany’s ring, and still have enough for the FJ Cruiser). And for that amount of money you want the best quality at the best price - and you really don’t care if it is green or not. Yes, you’ll tinker around the edges - if you have the luxury to spend a few bucks more to make it green. But in most cases you just want to save some money before you go bankrupt - and move the family in before the in-laws kick you out.
And clothes? It’s got to be either the hottest new brand or cheapest alternative - depending on where you stand on fashion and being cool. Either way, you don’t care much about the green factor of your clothes - you just want to wear it. Great if it is green, but don’t expect the brand or price factor to be influenced by the green factor. And we also know that there is a high probability that someone was exploited somewhere to ensure you have these clothes to wear. So who cares whether it is green or not - people already suffered making your clothes and you just switch off the guilt button when buying the clothes in the first place.
Green factors will continue to play a role - and hopefully more each day. But people will still buy what they want to buy at the price they want to pay. And sometimes they will pay a bit more for something that is green. Or buy an alternative brand if it is greener but still functional, cool and at the right price. But sometimes green will mean nothing. Not when we have so many other things to worry about - who made it, how many people got hurt or killed making it. We just switch off when it comes to certain products. Thinking about the impact on people or the planet would be too much for the average consumer to think about. Just keep Pandora’s box closed thank you.
So, don’t expect anyone to think about the environmental impact of blowup dolls soon? No one is worried whether Candy was made with renewable energy and made of recycled plastic.
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2 responses so far ↓
Ian // March 6, 2008 at 5:45 pm
A house is such a big investment that most people will consider ways to make it cost less to run. Green houses can be had for the same as, or little more than, non-green- particularly new builds. A net-zero energy house, which is feasible with current technology at a competitive price, will save energy every year. This money can make the owner more secure, going into savings or paying off the mortgage sooner. Some lenders are thinking of getting in on this- offering larger mortgages on houses where the new owners won’t have to pay any fuel bills because they’ll then have more to pay back the loan with.
I don’t know about blow up dolls, but there are environmentally conscious sex toys- http://www.howtosavetheworldforfree.com/2007/03/going-green-in-bedroom.php
The chemicals in normal sex toys tend to leach and be rather nasty, making dildos of glass, wood or even steel a healthier option. They also look a lot prettier.
Rodney North // March 10, 2008 at 9:35 am
As one who is trying to sell green products I know that only a minority of consumers will be swayed by the green-ness of our coffee or tea, but that’s good enough. Just as BMW is not trying to appeal to all car buyers neither do we (Equal Exchange) think that all coffee drinkers will care for the extra social and ecologicial benefits of our products.
But that’s ok. If even just 5% of the market might choose , say, our Peruvian French Roast over our competitors’ Peruvian French Roast thanks to our organic/Fair Trade certifications then we & our farmer partners have succeeded.
Further each time we edge out our competitors this way they are nudged that much closer to adopting our organic/Fair Trade practices - all as part of the competition for that 5% of the market.
In the 21 years since we introduced Fair Trade coffee to U.S. grocery stores over 400 other coffee brands and local roasters have adopted the practice (some for 1% of their coffee, but also a few for 100%).
And - by the way - those Tiffany diamonds are sourced according to the Kimberley Process. It may not be a perfectly water-tight system, but it is a step in the right direction.
Interestingly very few Tiffany customers are aware of it. As you suggest they’re shopping according to other variables (reputation, quality, price) AND YET they, too, are unknowingly a part of a slowly reforming industry.
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