For most consumers, protecting the environment and switching to renewable energy sources is seen as the task of the government rather than the private consumer. (Photo by Walter Solar)
This week, the world is marking International Environment Day, which aims to raise awareness of environmental issues, promote a change in attitudes on environmental issues and increase the cooperation of all countries, so that people will enjoy a prosperous and safe world in the future.
The State of Israel, like the rest of the world, has made a leap forward in recent years in terms of environmental protection, and today there is hardly a home in Israel that does not recognize the importance of recycling, the use of renewable energies and water conservation, but the road to achieving this goal is still long.
It seems that marketing a "green" and environmentally good product has become much sexier than before, and the trend of protecting the environment is here to stay.
It started with the Zion Baruch cat, who convinced us to throw packaging into the orange bin and became the national symbol of recycling
Then we met Ido Rosenblum during the commercial break, who told us why we should stop consuming plastic bags
In the past year it was Niv Sultan, at a picnic or at the beach, that pushed us to return bottles of any size to the supermarkets
Slowly, and with the broad support of the Ministry of Environmental Protection, television channels and social networks have been conquered by campaigns that encourage environmental awareness and thinking. All of these look good on paper, but when it comes to our pockets, reality proves that environmental considerations are not yet at the top of consumers' minds.
So what do you do when you want to market a "green" product?
It seems that the way is to make it economic and useful for the consumer. Eran Tal, founder and CEO of Volta Solar, which specializes in initiating, constructing and operating solar systems on the roofs of private homes, commercial buildings and public buildings, explains how to deal with the challenge of marketing an environmental product.
"The first challenge we encounter is limited consumer awareness. Many consumers do not have much knowledge or awareness of the benefits of environmental products. Marketing efforts should focus on educating consumers about the environmental impact of traditional products, as well as the benefits of using environmentally friendly alternatives that require a change in consciousness. Increasing awareness and understanding is essential to drive consumer interest and demand.
In addition, there is dealing with higher cost perception. 'Environmental' products are often priced higher than 'regular' products, both due to expensive raw materials and competition from huge players that dominate these markets. To justify the price tag, marketers need to emphasize the long-term value, durability, and potential savings of "environmental" products.
While all these are positive signs, the green trend has brought with it a phenomenon that has become particularly explosive in recent times - greenwashing. This phenomenon refers to misleading or unsubstantiated claims by companies and brands that make unsubstantiated use of environmental terminology in order to attract buyers who are guided by their conscience, when in fact the environmental connection is tenuous or does not exist at all. Consumers are becoming increasingly skeptical and cautious about products in this field, and companies need to ensure that their marketing claims are accurate, backed by evidence and research, and aligned with recognized standards to maintain consumer trust.
When it comes to a significant investment on the part of the customer, it is very important to give a broad picture of the benefit from the moment he chooses to purchase the product. For example, in the solar field, those who have already installed home solar systems feel the savings in electricity expenses very well, and they also know that they help the environment.
To address marketing challenges, companies in the environmental products industry need to focus on educating consumers, transparently the economic benefits of their products, obtaining credible certifications, avoiding unsubstantiated statements, and targeting the right audience through precise strategies. In the end, the consumer operates through his pocket, so it is important to create a product for him that is both economic and compatible with the environmental agenda he has chosen.
So why don't we all consume more "green" products?
Every marketer is tasked with finding the added value of the product he is promoting and focusing on it. In the solar energy market, people talk about the sun as a stable and sustainable resource that is not expected to run out, and therefore we emphasize to the customer that the investment in this resource pays off in the long term and even provides a great deal of security.
It has been clear around the world for many years that in order to fight the climate crisis, it is necessary to promote a transition to wiser consumption of textile products, to produce clean electricity, to avoid water pollution, etc., but for most consumers this is perceived as a government task, and as something bigger than the private consumer. We also agree that there is a need for a budgetary and regulatory push on the part of the state in order to incentivize and encourage the public to take part in the revolution, but marketing the product to end consumers will always be imposed on marketers, whether they are employed by the state or by private entities. Ultimately, marketers need to be very focused in order to effectively reach their specific target audience, which is mostly people who care, and communicate with them in their own language.
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