A roadmap for how to achieve Mainstream Green

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Discover Keys to Accelerating the Transition to a More Sustainable Economy

96% of US consumers say they at least sometimes try to behave in ways that protect the planet, its people, and its resources.

The Future is Mainstream Green: Introducing a New Growth Strategy, outlines a roadmap for how to achieve Mainstream Green — defined as driving sustainable choices by all consumers, not just those who are moved by sustainable claims. Reaching Mainstream Green is a key opportunity for marketers to help close the intent-to-action gap by motivating customers to move beyond expressing concern for sustainability to adopting sustainable behaviors and purchasing sustainable goods/services.

The report reveals how marketers can achieve Mainstream Green by putting customers at the center of a three-step strategy to make sustainability a driver for growth:

  • Understand drivers of choice. Customer-centric sustainability starts with understanding customers’ drivers of choice and how they relate to environmental sustainability.
  • Create a sustainable offering. To drive business and sustainability impact, the real barriers to Mainstream Green (such as value, efficacy, or taste) must be addressed.
  • Promote sustainable choices. Leverage the full customer engagement toolkit to overcome perceived barriers and drive demand for sustainable choices), or did you want to modify the “three-step strategy” statement which precedes it.

 

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