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These days, “Going Green” ain’t just for hippies. Environmentally-conscious products sell like hot cakes, because everyone can see the damage excessive consumerism wrought on our environment.
Selling a “green” product demonstrates to consumers your company cares about the planet, and that means you care about them.
A Green Product
Your new clean, green company image starts with your product. Consumers searching for earth-friendly goods are extremely well-informed, so you don’t want to pull a fast one on them by offering a “Green” product that isn’t 100% . You need to research, test, and have your products certified by environmental bodies your buyers trust.
Part of creating effective green products is solving problems in an ‘earth-friendly’ manner. For instance, many of us shop at the supermarket or farmers markets, but we don’t want to keep using plastic bags. Solution: the cloth shopping bag. Now create your own unique cloth shopping bag – voila, a green product!
Problem: your customer has just had a baby, and they need a new diaper bag but don’t want one of the plastic ones. Solution: a “green” diaper bag, made of recycled fabric OR recycled bottles OR recycled inner tube tires (yes, I’ve seen it done, and they look fab!)
Designing green products means focusing on durability. Customers want something they can buy ONCE, than give to a friend when they no longer need it. Anything you need to replace means more junk lining the landfills.
Be very, VERY careful labelling your products. I’ve noticed on Etsy and other online sites, many sellers don’t understand the meaning of ‘vegan’, and label bath and beauty or food products ‘vegan’ which contain goats milk or eggs. If you label food as ‘vegan’ or ‘free range’ or ‘organic’, you’d better know what those words mean!
Green Packaging
No matter the product you sell, you’ll probably need to package it in something, especially if you need to mail it out to buyers. It’s all well and good selling eco-friendly handbags, but if you’re shipping your bags out in plastic packaging with styrofoam peanuts, you’re not “exactly” doing the earth any favors, are you?
Green Marketing
Now that you’ve created your eco product and sourced earth-friendly packaging, you need to get the word out to potential customers. Once again, the opportunity to practise green business presents itself. While some advertisements in print publications are unavoidable, forego expensive mailout and brochure campaigns in favor of … the internet!
Utilize this massive (and paper-free) hive of concerned, informed individuals for marketing your green products. Advertise on awareness blogs, shopping websites. Hell, you can start your own company blog (or hire me to do it for you!)
When you create green products you tap in to a growing market of concerned consumers, who need and want products, but don’t want to be burdoned by more junk they’ll just throw away. Provide a solution, and you’ve earnt a customer.
