Moving Sustainability from Niche to Normal
As print service providers—whether you print promotional materials, direct mail or packages and labels—knowing the issues your customers face will help you better solve their problems. Your customers’ customers—consumers—look differently at environmentally friendly products depending where they fall on the green continuum.
Today we take a quick look at a recent report by Graceann Bennett and Freya Williams, “Mainstream Green: Moving Sustainability From Niche to Normal,” which examines consumer behavior and how to motivate behavioral change.
The following is a short summary of the research, and a copy of the report is available through the link below.
If we are to motivate a mass green movement, perhaps those of us most committed to the green movement need to stop trying to get the masses to see things our way and instead get better at seeing things their way.
While we have been relatively good at getting people to believe in the importance of more sustainable behaviors, practices and purchases, we have been unable to convert this belief fully into action.
This gap between stated importance and behavior or action is what we at OgilvyEarth call the “Green Gap.” Closing the Green Gap is a necessary step if we are to create a sustainable society.
The author’s research shows us the path to closing the Green Gap is through popularizing and normalizing the desired behavior. Normal is sustainable.
We have been expending a disproportionate amount of our energy and marketing dollars trying to change people’s beliefs, values and attitudes. The study indicates that we should turn this effort on its head and shift the emphasis to changing behavior.
If we want green behaviors to be widespread, then we need to treat them as mass ideas with mass communications, not elite ideas with niche communications.
When Bennett and Williams asked Americans to whom they thought green products were generally marketed, half the respondents thought green products are targeted to “Crunchy Granola Hippies” or “Rich/Elitist Snobs.” Until green products and services feel normal, the middle is unlikely to change behavior.