How to appeal to the green generation of customers


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No longer a small group of activists and supporters, the pool of eco-conscious customers grows bigger and bigger every year, especially within the millennial generation.

Companies that commit to working in socially and environmentally friendly ways are so attractive to millennials, they justify a much bigger spend, according to the results of a global online study from Nielson.

Almost three-quarters of respondents (72 per cent) were willing to pay more for sustainable goods and services, up from 55 per cent the previous year.

Speaking to the green generation

Of the results, Nielsen said:

“Brands that establish a reputation for environmental stewardship among today’s youngest consumers have an opportunity to not only grow market share but build loyalty among the power-spending millennials of tomorrow, too”.

The benefits are clear, but how do you go about positioning yourself in such a way as to grab the attention of the Green Generation? That’s not so easy.

If you’re found to have made disingenuous claims about your processes or products, your reputation and business will be left in tatters.

With this in mind, we’re running through a few simple ways you can appeal to eco-conscious customers. Take a look.

Practise what you preach

If you’re promoting a green way of life to establish relationships with eco-conscious customers, then practise what you preach. The green generation do their research before buying, so make a public commitment to sustainability like Ormiston Wire.

The suppliers of stainless steel wires and galvanised ropes make it clear on the website that its manufacturing process follows a strict environmental policy, which is also discussed in detail.

And follow through on your promises. For example, if you say you’re dedicated to reducing waste, then swap to online versions for all your paper communications (bills, receipts, invoices).

Provide high-quality products

Green millennials pay more for eco-conscious products, which means you can spend more sourcing sustainable, environmentally-friendly materials. In the food industry, the simplest way of doing this is using organic, natural and fresh ingredients.

But the same basic principle also applies if you’re in retail. Make a social commitment to stock from local suppliers, thereby supporting the local economy.

Even national chain of supermarkets, The Co-op, has launched a new small business charter. Aiming to build sustainable working relationships, it’s promised to source more from local suppliers and growers.

Invest in cause marketing

Cause marketing, a co-operation between for-profit business and a non-profit organisation, is a clear way to prove your commitment to environmental and social issues.

Take Innocent smoothies and their on-brand collaboration with Age UK. They got charity supporters to knit quirky little hats for all their bottles and donated 25p from each one sold. In total, they’ve raised over £1.9 million for Age UK and put their own business on the map.

But it’s not just about contributing money to a cause. Pick a charity or campaign you and your employees feel passionate about and find other ways to help based on your skills, like volunteering a few hours of the week to share your marketing expertise.

So long as you stick to your word and follow our top tips, you’ll be able to attract a whole new generation of green customers.

Endri Hasanaj
Financial Economy Blog
Endri is interested in digital marketing, particularly in CRM via brand acquisition. Being a trilingual helps him doing researches around Multicultural Marketing.


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