About 10 years ago, retailers discovered how much consumers care about the environment. As a result, they clamored to drench their products with words like “sustainable,” “eco-friendly,” and “green.” For a time, consumers responded positively. However, recent data suggests an eco-friendly marketing campaign may not be so sustainable after all.
In today’s market, green marketing buzz words stir up negative feelings and guilt for consumers. Green marketing is often associated with products that are more expensive and less effective than their “normal” counterparts. This consensus shift has hit smaller firms particularly hard. Business behemoths have the capital to rapidly adapt to the new consumer client. But smaller firms who have crafted their product and marketing in a green manner are having a tougher time. In an effort to move away from green, retailers are now attempting to focus on performance, convenience and/or health benefits.