How To Do and Communicate “Green”: Ask Toyota
I find myself more often these days strongly encouraging clients and audiences - esp. those looking to connect with a relatively educated women’s market - to explore their sustainability potential. I lean on this green audit/initiative, not because it is a trendy marketing topic, but because it simply makes for smart business.
Tackling and improving upon your environmental responsibility is wise because it:
a) reflects an awareness of what is becoming more relevant to consumers, in general;
b) puts your brand at the forefront of its industry because so few others are doing it at all, let alone doing it well; and,
c) is one “trend” that is not going away (sustainability is a self-sustaining pursuit - the more people get into it, the more they see the difference, the more they want to get into it - and so on.)
For consumers, what may have begun as a buzzed-up curiosity will most certainly evolve to an absolutely necessary stop along their buying paths. Here’s a sample green-influenced thought process:
Price, quality and features good? Check.
Brand and messaging that connects? Check.
Environmentally responsible? Not sure. (Ooops.)
… and off to the competitor’s product they go.
***
But there are companies out there that have already stepped up to the plate to do a better job of both progressing toward more environmental responsibility and demonstrating their commitment to it over the long haul without a lot of fanfare. Just a low-key education campaign will do, thank you.
What inspired my mulling of the topic here is the latest Toyota campaign, “Why Not” - and that company seems to be a good example from which other brands might learn. For example, the print ads and web site are consistent with everything else Toyota has done (very well), and the entire campaign uses storytelling as its method of delivery - incorporating both great photography and fitting copy style. Mind you, the brand does not come out and say “we are perfect” on this front, but they have pictures and facts to help consumers draw their own conclusions - and that also suggest their commitment to environmental thinking way beyond trendy green 2008.
My suggestion on doing and communicating green? Be first out of the gate to take a stand, then follow that with a slow and steady learning curve that consumers will trust. And, keep an eye on Toyota’s approach, as well.
Here’s a link to the Why Not “Harmony” ad on YouTube (I was not able to embed it).
