Attention Wind Energy companies. It’s not enough to talk kilowatts, wind speed and show me hunky shots of turbines. Make me fall in love. They say all love affairs begin in the mind first, and they are right.

Carolyn and our Art Director, Nicole, attended the Renewable Energy World Show in Austin recently. They noticed over and over again companies, big and small, basically spoke to the head but not to the heart of the issue. They need to remember that I have to say yes to the concept of wind energy first. I have to be willing to change my lifelong energy consumption patterns before I can say yes to turbines as my source of energy.

Tell me how old the use of wind as energy is. Think the Nina, the Pinta and the Santa Maria. Tell me how practical it is now. Tell me that wind generation is easy to live with. That it is free energy. Tell me how tax credits and government programs are making it so easily affordable. How it will increase farm profits and decrease commercial and residential energy bills. Help make choosing wind a breeze for your customers. Then tell me why your version is better.

Wind Energy companies, do something that will make news. Challenge a school district to an energy audit. Show them how much they could be saving. But do it now and get your message out. The government is reported to be creating programs promoting green and alternative energy. That will begin to spike consumer interest. Make sure you have a message that will capture that interest. 

The time is now. Don’t blow it.

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Contrary to conventional wisdom, the biggest purchasers of green goods are not the youngest among us but the oldest.  According to a recent study by the American Association of Retired Persons, better known as AARP, 62% of consumers 55 and over buy green products.

Their reason? A sense of responsibility to give back to society and make the world a better place. 

Whether this decision is guilt or gut, as marketers we should celebrate these finding in all our communications. For many years, marketers focused heavily on the 18-24 demographic and usually ignored the 55+ consumers. All that needs to change.

These 55 plusers have shown the willingness and the consciousness to opt for greener, healthier and better products that not only benefit them but the planet — and the rest of us. Their vibrant purchasing patterns show how easily they adapt to a changing marketplace and how significantly they have changed it.

How we portray this group is of maximum importance. Make them as alive as the products they overwhelmingly buy and support their wisdom in doing so.        

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Even though the dictionary says there are only two E’s in green, when speaking about green marketing, there are actually three.

The first “E” stands for ecology.  Ecology and planetary concerns.  It’s the initial engine that got the whole movement started in the first place.

The second “E” and equally important is economy.  There isn’t anyone standing with a gas nozzle in their hands that isn’t thinking hybrids and alternative energy sources.  Just the other day, there was a package of $2.99 corn I saw in Trader Joe’s that made me think that the price of corn is spiking as quickly as oil.  Then there’s the unknown effects this year’s weather will have on the fall crop yields that we’ll all be paying for soon.

Take note green marketers, the economic benefits of green products is the great story that needs to be told as bank accounts shrink faster that glaciers.

The last “E” in green is efficacy.  Green doesn’t only have to do good, it has to work good.  Think of the clever naming of the new line from Clorox called ”Green Works”.  That makes sense because many early adapters to green products gave up a lot of performance for their conscience.  But that’s no longer true.

If you want to successfully sell green products in a market governed by today’s realities, you have to get your priorities in order and balance your message accordingly.  Grand-dads in trout streams, Kermit the frog, lofty lyrics and make-believe messages aren’t going to do it.

Tell me how you’re going to respect my needs, my values and my intelligence first.  Then we can talk.   

Irv

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