Epi #34: Eco-Marketing Breakthroughs | Engaging Consumers on a Deeper Level

On Twitter, I'm noticing a huge uptick on #ClimateChange.

So, I'm writing an article about how us marketers can improve the performance of our 'green' advertising. This is for marketers and consumers whom:

• Work in a business focussed on operating sustainably
• Representing brands that operate sustainably
• A human who wants to make more consistently 'green' purchase decisions.

Firstly, Why is it so Hard to Buy Green?

There's a gap between what we believe and whats really happening, aka, cognitive dissonance. We say we want to save the planet but love a good deal. It's about balancing our desire for sustainability with our love for convenience and cost-effectiveness.

Recently, I was working on a strategy for an interior design client committed to sustainability. We've got their environmental story down pat for commercial contracts, but when it comes to residential consumer choices, there's a disconnect.

They're not alone.

From eco-friendly dentists to fashion brands with organic cotton, the environment often takes a back seat to personal benefit. Aka you look hot in this.

The 7 Core Emotions

In my experience, campaigns with a strong environmental message don't always perform as well as those offering personal gain. It's a paradox – we love the idea of helping the planet, but when spending money, the 7 core emotions (fear, anger, joy, sad, contempt, disgust, and surprise) rule.

I'll explain below how we solved this curious conundrum.

We (Can) Have the Power.. And the Glory

As marketers and consumers, we have the power to influence en masse.

It's my firm belief that only through understanding our cognitive biases, we can apply a bit more critical thinking to our daily decisions—helping drive more aligned purchase decisions, have a positive impact on the World & improve the quality of our lives.

So, how many of you marketers have pushed green / eco / B Corp credentials, only for the campaign to bomb?

Me too. Loads. Lets dive into, how to solve.

How to Get 'Green Marketing' Performing

Storytelling, in situ imagery and making it about them

With my client, it was as simple as showing in situ imagery on social media and email, with the homeowner buying the eco product line.

Results Before: 0.78% social media CTR (average account CTR)

Results After: 3.21% social CTR

Reframe Societal Norms

Writing ads and hyper localised geo-targeting, we were able to reframe that going green is what everyone else is already doing. Acknowledging and creatively addressing common cognitive biases. For example, we countered the status quo bias by showing how sustainable choices are becoming the norm, or use the bandwagon effect to highlight the growing popularity of eco-friendly products.

"Mosman Goes Green: Peek Inside Monique’s Stylish and Sustainable Home Transformation!"

Results Before: 0.78%

Results After: 2.78% social CTR

Instant Gratification

Ah we love it, don't we?

Offer immediate rewards for choosing eco-friendly options. We offered clients a small discount if they bought the eco product and allowed us to capture it on film for our marketing. This balanced the desire for green, with the out of pocket expenses.

Results Before: 0.78% | 25.5% email open rates

Results After: 4.46% social CTR | 46.2% open rates

Stories Over Stats: Craft compelling narratives where choosing green is an act of heroism in one's life story.

Measuring Success

The success of these approaches is evident in both sales and consumer feedback. Sales of our client’s sustainable product lines have seen a significant uptick, and social media engagement has increased, with consumers actively sharing their eco-friendly purchases and the stories behind them.

Conclusion

Closing the gap between eco-intentions and actual purchasing behaviour requires a nuanced understanding of consumer psychology. By focusing on emotional storytelling, balancing emotions, offering instant gratification, and crafting heroic narratives, we've managed to align consumer behaviour more closely with their stated eco-friendly intentions. This approach has not only benefited our client's sales but also contributed to a larger, positive environmental impact.

About the Author: Nicholas R. Mason | B.Soc.Sc., BBehSc

15+ eventful years working in strategy, advertising, branding, media, consulting and sales in ad land—I'm endlessly curious as to why some campaigns fly, and others bomb—often counterintuitively.

I believe BeSci provides us the best and most scaleable shortcut, to ensuring your next marketing campaigns drives a positive ROI.

If you're a purpose-driven company doing good for the world, and would like help planning and strategising your next campaign... DM me here on LinkedIn.

Talk soon,

Nicholas R. Mason

This is a refresh, revamp and rewrite of the article I published 5th Nov.

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