I do a lot of research on how women buy. Did you know that 80% of adult women believe very strongly that individuals can affect the environment. However, nearly 60% believe that they are personally not doing enough to protect it; this according to an Eco-Insights survey. Further more, previous research has shown that nearly 50% of women say they want more green choices – a sentiment reflected in the recent Eco-Insights study as well.
Another fact about how women but is that they are less price driven than men and more cause driven. An example of this is all the pink ribbon marketing you see. If given a choice between two product, one endorsing the breast cancer research cause and one ignoring it, women are highly likely to pay a bit more to purchase the product that they consider more socially conscience.
Which brings us back to green and the environment and your marketing. If you are offering any choices that are environmentally friendly you need to be sure that you are using that in your marketing. You should be offering those choices right along with all of your other choices. You don’t have to separate them. I have this awful image of a big flashy page of “NEW GREEN PRODUCTS.” Keep it simple, something as easy as a green leaf or asterisk next to the name. Make it as natural as possible.
Another thing to remember is that you have to be genuine and honest. Women consumers today can smell ‘fake’ a mile away. Not only will they not buy the product, they are activists and may well work to shine a light on your deception. Bottom line, you can’t slap a coat of green on something and think it will work. You are going to have to actually do the work to find the products and choices that really do make a difference.
Now that you have found some environmentally friendly options to offer to your brides the question becomes how you let them know. Blog about them. Talk about why you choose them, why you are excited about this/these products in particular and why they make a difference. Again, you have to be genuine. Do your homework enough to know why the product or service matters. Give them examples of the difference it will make. Tell them that it saves energy or pollutes less or comes from sustainable resources. Be as specific as you can. Remember, women want information.
It also helps if you can get involved in local events and causes. Remember, they can smell ‘fake’ a mile away. Here is an example, if you are in the culinary end of things, get involved with the local foods movement. Then use that as a talking point in you blog and your About page. Whatever aspect of the wedding industry you are in, a simple google search will turn up some possibilities as will your trade magazines and site.
I realize that not everyone is going to find this an enthusiastic topic. If environmental causes aren’t you cup of tea, find another cause that women in your demographic embrace. You may not think it’s important but every little thing, no matter how small, resonates with women buyers. Every_little_thing.
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