If you’re a home builder trying to position your company as a leader in the crowded eco-marketplace, take a moment and think about who your green consumers are and what they truly care about.
That person who just whizzed by in a Prius with the “My mother is Earth” bumper sticker may be motivated less by altruism and more by self-interest.
A new national study, called Green Living Pulse, has upturned a number of myths about green consumer behavior. The 2009 Shelton Group study polled the 77 percent of the population that are actually buying green.
What the surveys found might surprise you.
According to this study of green consumers, the environment is not their top priority and while many know what they should do to help the planet, they often don’t do it.
Suzanne Shelton, whose firm conducted the study, says, “Most green advertising is created as if there’s one pool of green consumers and they’re all motivated by ‘save the planet!’ messaging.”
Shelton goes on to say, “We need a revolution in this thinking. Not all green consumers are the same, they’re not all motivated by the same messages and they’re not all inclined to buy only green products.”
The study identified two distinct mindsets — the Engaged Green Mindset and the Mainstream Green Mindset.
The Engaged Green Mindset is marked by a propensity to try new things and is more likely to respond to themes of innovation and possibility.
The Mainstream Green Mindset, on the other hand, is more apt to like things known and tried, responding to themes of security and reliability.
Yet, both mindsets point to the economy as their No. 1 concern. In fact, 59 percent called it their top concern, while the environment lags far behind at 8 percent.
When asked what the most important reason was for reducing energy consumption, 73 percent chose “to lower my bills and control costs” and only 26 percent chose “to lessen my impact on the environment.”
What all this means to builders who want to stand out in the “green” market place, is that you have to make sure that your message clearly defines the personal benefits of greenbuilding: Save money. Lower maintenance. Better return on investment. Safer & healthier living.
To be a leader, you should also position your company on the cutting edge, one whose standards and performance verification sets you apart in the science of greenbuilding.
Your website, brochures, PR and social media should all show that greenbuilding is affordable in the real sense of the word: a lower cost of ownership + qualify for subsidies/rebates and green-advantage mortgages + have a better resale value.
After all, the real cost of home ownership is much more than just sales price. It’s all the on-going and escalating costs like maintenance, energy, water and health.
Then there are all the less tangible, yet valuable commodities like contentment, comfort, peace of mind and, oh, yes the satisfaction of living responsibly.
Do green education right and you will attract the consumers you want. And who knows, you might even help save the planet.
The first LEED Platinum, Zero Energy Home (ZEH) in Florida built by StalwartBuilt Homes.