Environmental marketing is not about spin, greenwashing or anything less than 100% transparency. I wish the marketing team behind Solo's new, bare launch would get a clue.
Marketed as "eco forward" with "environmentally preferable materials like bamboo and
sugarcane," these single-use plates could well be a better alternative. While I applaud the company for greening their line, I wish they would have given consumers more credit. Savvy green and LOHAS consumers want to be more than "marketed to." Solo's ads and packaging do not reveal a breakdown of their product's content. And on the product's site, there is no mention of content on product pages—instead you have to drill deep into the FAQs to find that this line contains just 20% post consumer fiber. Why is this information buried? It's not necessarily bad. It may not be perfect, but it's definitely a step forward.
Also missing is information like how much bamboo is included? How much sugarcane? Why sugarcane? Was their virgin paper content sustainably harvested? And why are they now front-and-center with post-consumer content?
As an expert in wellness promotion, wellness marketing, communication strategies and environmental communication, I've seen campaigns like this implode once consumers start to dig for answers. Without Solo revealing vital product information, consumers are left to ponder, "What are they hiding?" Maybe nothing. But "nothing" is worse than talking down to your market, especially when you're hoping to get a premium price.
Marketed as "eco forward" with "environmentally preferable materials like bamboo and
sugarcane," these single-use plates could well be a better alternative. While I applaud the company for greening their line, I wish they would have given consumers more credit. Savvy green and LOHAS consumers want to be more than "marketed to." Solo's ads and packaging do not reveal a breakdown of their product's content. And on the product's site, there is no mention of content on product pages—instead you have to drill deep into the FAQs to find that this line contains just 20% post consumer fiber. Why is this information buried? It's not necessarily bad. It may not be perfect, but it's definitely a step forward. Also missing is information like how much bamboo is included? How much sugarcane? Why sugarcane? Was their virgin paper content sustainably harvested? And why are they now front-and-center with post-consumer content?
As an expert in wellness promotion, wellness marketing, communication strategies and environmental communication, I've seen campaigns like this implode once consumers start to dig for answers. Without Solo revealing vital product information, consumers are left to ponder, "What are they hiding?" Maybe nothing. But "nothing" is worse than talking down to your market, especially when you're hoping to get a premium price.
Powered by Compendium
Comments for #1 Rule of Environmental Marketing