|April 15, 2009|
Cracking the Green Code
|WORLD-WIRE- EcoAlign, a strategic marketing agency focused on energy and the environment, released its third Project Energy Code report titled, "Cracking the Green Code: Using a Values-Based Model to Improve Customer Communications and Marketing," written by distinguished communications strategist and research psychologist John Marshall Roberts. |
The report offers marketers who are tasked with driving adoption of "green" products and services a clear, scientifically validated, values-based, customer profiling and messaging methodology for achieving objectives while challenging the depth and sufficiency of today’s marketing ideologies.
In the report, Marshall details a number of current practical examples and provides a thorough explanation of the levels of human thinking and how marketers may appeal to each. This approach is aimed at leveraging traditional segmentation to move campaign metrics quickly.
"Millions of dollars are wasted every year on well-intended programs that generate little or no real-world traction," concludes Marshall Roberts. "Before initiating their next program, we encourage marketers to perform a strategic values assessment of the target audience and create a strategy that will promote sustainable behaviours and greatly increase the opportunities for success."
The report provides new insight to help marketers close the "green gap" - an oft-occurring behaviour that EcoAlign has identified in which there is a disconnect between consumers’ professed intentions and their actual sustainable behaviours.
The simple fact of the matter is that the observable behavior of "stating one’s concern for the environment" is merely one specific behavioral expression that occurs within a specific mental/situational context.
The observable behavior of "purchasing environmentally sound products and services" is a separate behavioral expression that exists within a completely different set of mental/situational contexts.
There are some interesting issues raised in this thought provoking report that will help green marketers to sharpen their focus and to concentrate on those factors that actually move consumers to buy green.
The report is part of Project Energy Code, a research program developed by EcoAlign, which provides ongoing analysis of consumer behavior with regard to energy consumption and the environment from an approach grounded in social sciences.