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Patricia Kachura, DMA’s senior vice president for ethics and consumer affairs, concurs. “In today’s world, companies are judged not just by the products or services they provide, but for how they interact with their customers and with the world around them. Companies that engage responsibly and respectfully with consumers create a foundation of trust that can contribute greatly to long-term brand loyalty and business success. And beyond individual relationships, today’s consumers are more frequently looking at broader themes of corporate social responsibility, such as community, environmental and charitable commitments.”
In recognition of this trend, the DMA created a Committee on the Environment and Social Responsibility two years ago and unveiled the DMA Environmental Resolution (the “Green 15”: www.the-dma.org/Green15) last year, which asks DMA members to incorporate and benchmark 15 eco-friendly business practices.
2. Cost and Brand Still Matter
While the green message is important, the other benefits still merit first mentioning. “This is something that a lot of people have a lot of misconceptions about. The green aspects of any business or product is just an advantage, but for the vast majority, is not what people are buying,” claims Goldschein, who states that core LOHAS consumers (around 15 percent of the U.S. population) make certain purchases only from businesses that act and market in socially and environmentally responsible ways.
“For most, quality and price are still the top considerations. And if it’s green, that’s even better,” he says. Goldschein points to brands like Ben & Jerry’s and Patagonia as examples, as their superior products and brands are the primary reasons for their success. “The fact that they were environmentally and socially responsible made a small core of their customers evangelical about them and made the rest of the public simply more interested in their products,” he describes.
3. Be Relevant, yet Subtle
With people getting flooded by commercial messages on a daily basis, the marketing challenge today is to be more relevant. Sometimes, using the LOHAS label may be the key to making that product or service relevant, but it must be applied carefully.
“The core LOHAS consumer is more likely to do more homework, for even small purchases like clothing or home goods. They look at issues around the environment, fair trade, their own health and are willing to do more research. For example, if you’re doing a direct mail piece, you have the ability to communicate more and use credible research to back it up; you can explain why the product is designed and delivered the way it is. The core LOHAS consumers like that message and will spend more time with that message, but it can’t be done in a superficial way,” advises Goldschein, who notes that LOHAS consumers are heavy search-engine users and, consequently, advises that you use paid search effectively, microtarget your online advertising efforts, and build and use a good e-mail list.
4. Greens Have a “Phoney Baloney” Detector—so Be the Real Deal
In a study done last year by Ipsos Reid, seven in 10 Americans either “strongly” or “somewhat” agree that companies call their products green simply as a marketing tactic. To combat such skepticism and engender trust, you must show unequivocally that it’s genuinely green—perhaps aided by the seal of approval from trusted third-party sources.
“If you’re trying to say you have a product that’s better for them or for the environment, the first thing you want to do is make sure you can back that up,” suggests Goldschein. He says that if there are any shortcomings in the argument, then you have to know what those shortcomings are so you can address any criticisms. Then you want to craft a message that’s authentic and subtle in its claim that it’s good for the environment. “Transparency is the key word for LOHAS businesses, alongside social and environmental responsibility,” concludes Goldschein.
5. Lastly, Use the Green Testimonial
While some new rules are being invented for the LOHAS market, some direct marketing techniques are evergreen, such as the testimonial. Warwick asserts, “My biggest tip for marketing to this group? Use lots of customer testimonials. And, whatever you do, don’t exaggerate the benefits of your product or service—and don’t overpromise!”
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