Slowly Going Green

I did an interview last week with Now Or Never Radio (noworneverradio.org) on the “green consumer.” It’s a short piece and worth a listen. Their point is that with all the talk by consumers about wanting to go green, the actual purchase process is still a complex series of trade-offs. How much are we willing to sacrifice? When you weigh all the costs of going green–convenience, price, familiarity, comfort, brand recognition, etc.–the “better” option for the planet doesn’t always win. This reality is important to acknowledge if we’re going to work our way towards models that actually do make sense–for the producers, the consumers, and the planet. Today, makers of eco-friendly products are fighting an uphill battle in categories where entrenched players have long ago worked out the logistics of least resistance; producing the most product for as little money and effort as possible. From household cleaning, to food, to cosmetics, to fashion, to textiles…new brands and genuinely decent options are looking for a foothold against some of the biggest marketers in the world. How does an upstart compete with the brands that have occupied a space in our homes and hearts for decades, generations? It’s tough, but it can be done. What’s more important than outspending or out-shouting the big brands, is finding a way to change the dynamics of the game completely so consumers have a new factor to figure into the mental/emotional calculus they do at the shelf. Companies like Whole Foods, Camper, Birkenstock, Seventh Generation, and 3M are making the decision to go green easier, chipping away at entrenched behaviors and beliefs.