Filed under: Society + Media | Tags: consumer, green moms, Marketing-to-Moms conference, recycling, Wind Power
The last thing I expected at the national marketing-to-moms conference in Chicago this week was to key in to more “green” marketing to moms, but there, thanks to an insightful panel presentation, I was introduced to Preserve, a brand of parent company Recycline. Preserve is not only doing amazing, leading edge sustainability work with its products, but also aligning itself with strategic partners, like one of my favorite organics, Stonyfield Farm, maker of YoBaby and YoKids yogurt. Together, they are turning yogurt containers into toothbrushes. Yes, you read that right. And, Preserve toothbrushes are available at Target, making it even easier for time-strapped moms to go green by inserting green options into the mass channel!
So, what was the trigger point at which the mom consumer developed her big green bullseye? Are moms more interested in going green today than ever before, or are emerging green brands savvy enough to know that their marketing techniques can get moms to become greener, even if by merely changing their toothbrushes?
Delving into this chicken-and-egg issue a little deeper, I found insightful 2007 research published by Cone that showed consumers are looking to advertisements to help educate them on their favorite brands’ environmental efforts, and not surprisingly, these messages are most effective beyond “doing the right thing” to saving the consumer money and benefiting his or her health. Moms respond to green consumer product marketing for the same reasons farmers in South Central Kansas respond to wind power – they’re asking “what’s in it for me?” The value-add key messages that a toothbrush can not only benefit the environment but also save you money versus competitors while eliminating plaque and tartar build up to boot is a pretty persuasive package.
Bonus: Giveaway opportunity! The first person to post a response will win a free Preserve toothbrush! You don’t want to miss this green swag!
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