Running an environmentally friendly business can be a good way to distinguish yourself from competition in your area and create a niche, and that’s especially true with today’s growing concern about global warming. But be careful of assuming that just because you’re “green,” consumers will naturally be willing to throw more greenbacks your direction.What actually sells most consumers on environmentally conscious goods and services aren’t the altruistic, feel-good reasons such as reducing toxic waste or saving endangered species. The reality is that most do it when there are persuasive personal benefits, such as improved health or saving money on gas. It “isn’t about save the planet — it’s about save me,” says Jacquelyn Ottman, a longtime green-marketing guru in New York who has helped many large companies market their eco-inventions.
Photo by AliceinW.
via Linda Riley.
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