Green consumers demand more than just product

As consumers become more demanding, companies wanting to profit from the growth in green consumerism need to do much more than just stock their shelves with green goods.

According to a report by Ipsos-Mori on social marketing and climate change, consumers want to buy 'green' but they want more help from companies in differentiating products that are environmentally sound from others. The report also shows consumers are attracted to brands with solid green credentials but are cautious of unsubstantiated or exaggerated claims, showing companies need to go beyond spin.

While some consumers are more "eco-activist" and want to "be the change they want to see in the world" , others are more "eco-conscious "and are looking for companies to do some of the work for them.

"There are real opportunities for companies with both types of consumers, and for both sets, companies could benefit from helping them choose the right products," said Elizabeth Cooper, equity research analyst at F&C. "Companies well placed to benefit from consumer trends are likely to be those offering innovative green product ranges, that get pricing, design and quality right, as well as the environmental benefits."
Helping clients making the right choice and having sustainability practices in place across the business, as well as helping consumers make informed choices, is also a factor that can contribute to successfully 'greening' the brand.

"On the other hand, those companies jumping on the green band wagon without thinking through competitive advantage issues, or those having confusing green messages or generating consumer anxiety about greenwash, are less likely to be successful," she said.