Given that Millennials have indicated a strong
desire to support sustainable brands that are environmentally correct, it is
interesting to note that while they "talk the talk," they do not
"walk the walk." In fact, the
older you are the more you care about the environment and the more willing you
are to back your feelings up with appropriate action.
Specifically, according to a Harris Poll of 2,000
U.S. adults, here's the percentage of people who regularly recycle in each age
range:
·
65+: 54%
·
35 - 44: 43%
·
18 - 34: 33%
Clearly there's room for
improvement across the board. (Leblanc, 2016)
Mary C. Long, a columnist from
mediapost.com has a few suggestions. She
believes terms like "green" and "eco-friendly" conjure up
images of folk singers and hippies and need to be updated.
She suggests four messaging
approaches to consider...
1.Save energy/money (LED lights)
2. Increase productivity (making
a difference motivates employees)
3. It's good PR (consumer
loyalty)
4. It's the future (states are
banning plastic bags and bottles) (Long, 2016)
All interesting ideas. How do you think people feel about being more
environmentally responsible in their actions?
Do any of these approaches make sense based on that insight? What about persuasive techniques? Which ones do these messages use and will
that be likely to make them more successful?
Last week I read about an interesting new idea. It's a reverse vending machine, and it's
being deployed in metro stations in Istanbul.
Insert a plastic bottle or aluminum can and credit gets added to your
metro card. They are also rewarding
those with the largest number of recycled containers with free or discounted tickets
to events such as the theater. (Yeginsu, 2018)
So what do you think about this idea? Is it likely to be successful? Why or why not? How will its effects compare with the effects
of the messaging options?
LeBlanc, R. (2016, September 9) Recycling Beliefs Vary Between Generations,
Says Study. thebalancesmb.com. Retrieved
October 23, 2018, from
Long, M. (2016, May 19) Marketing 'Green' To Fuchsia Verticals. mediapost.com. Retrieved October 23, 2018, from
Yeginsu, C. (2018, October 17) Istanbul Vending
Machines Offer Subway Credit for Recycled Bottles and Cans. nytimes.com. Retrieved October 23, 2018, from
https://www.nytimes.com/2018/10/17/world/europe/istanbul-vending-machines-recycling-subway.html
