The green movement emerged and has exploded during the formative years of the Millennial generation. Those who were born between 1977 and 2000 can scarcely remember a time when there was not talk of reducing global warming and pollution. We talk more about carbon footprints and emission reduction now, but the cause is still the same: save the earth. So, how important is it to millennials that the products they buy be green? Surveys indicate that they care, but their compulsion to action varies.
Those Who Know Care
Not all millennials are well educated on what the green movement really involves. Some know what it is but don’t know what to do about it. There are many who care about the concept, but they do not know enough to make an impact in the way they shop.
Millennials are the Green Generation
Some surveys indicate that 18-34 year old’s do care even more than those over 35. They are willing to pay more for green products, solely because they are better for the environment. Millennials are also slightly more willing to buy from companies that make an effort to be green than those who do not.
New Technology Competes with Green Choices
While Millennials show a desire to shop green, they are also very swept away with the newest mobile devices. iPhones and notebooks are hardly good for the environment since they are made of toxic substances and are short lived. If a company can create and market highly green iPhone competitor, more than likely they would have the uninhibited approval of Millennials.
Green Marketing must be Honest
One defining characteristic of Millennials is their desire to hear the truth. They do not want to be fed fluff and they certainly do not want to hear lies. If you choose to market from a green perspective, be honest. Make it clear what makes your product environmentally friendly and how you are helping the earth.
Green marketing can put your business in favor with Millennials. However, green alone will not sell your product nor your brand. Building a strong brand using targeted marketing is still a must. Providing quality products is still important. So make the green changes in your products and educate your customers about those changes. Hopefully Millennials will feel moved by your message enough to do their part in making eco-friendly purchases.
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