The language of green

blusunThis Wednesday, April 22, marks the 45th anniversary of Earth Day. It’s a special day for me since I spend a lot of my time writing about alternative energy and other so-called “green” topics.

The term “green marketing” has achieved buzzword status in recent years, but for many people its meaning isn’t clear. Many folks have a vague impression of something clean and organic-looking, featuring stock photos of the earth from space, a child’s hands planting a sapling, possibly with a drop of water or a solar panel thrown in for good measure. (The typeface? Papyrus of course.)

Dig a little deeper, and you’ll find the green market isn’t just one demographic. People who value sustainability run the gamut from post-hippie entrepreneurs to the United States Military. You’ll find them in national parks, evangelical churches, architectural firms, coffee houses, government agencies, construction sites, and a growing number of mega-corporation boardrooms.

As a result, there’s no “one-size-fits-all” approach to writing Green copy. Some of your customers may want a Greener world for the same reasons you do, but these kindred spirits may not be enough to keep you in business. Is their core motivation a love for the environment, self-reliance, healthy living, breaking free from foreign oil (or as some Middle Eastern countries are starting to consider, from an economy dominated by domestic oil)? Are your readers willing to pay more for a “Green” product? Research suggests about 4 out of 5 of them won’t be.

The days when a green focus made a company different are long gone. Today, everyone from small startups to major corporations is trying to talk the talk whether or not they’re sustainably sincere. That means you’ll need to do the same legwork every other smart company does to learn who your best customers really are. Where do they get their news? What causes do they support? What do they do in their spare time? And most importantly, what does Green mean to them?

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