Introduction
Some land managers in several countries are prohibiting walks with dogs. Why? Because man’s best friend is scaring away the wildlife. Could your consumer handle that?
There’s also talk that the amount of labor it takes to create organic cotton is disproportionate to its yield. The organic cotton supply is estimated at only 0.1% of global cotton production. Plain old cotton as we already know it is sustainable, renewable and biodegradable. Will your consumer take on the criticism?

Going green is great. It’s fantastic. But it’s not something you want to lose your head over. Whenever a concept directly ties to human behavior, it remains open to human discretion and subjectivity.
Forces at work
• Freedom to choose, not green bullying.
• Local resources. Long hauls counteract good.
• Modifying. If it ain’t broke, fix it.
• DIY. Self pride gains momentum.
• Eco-friendly. Think big picture.
• Retro. Depression era sensibility.
• Design. Why bother if it doesn’t look good?
• Anti-branding. Grassroots considered authentic.
• Corporate responsibility. Big brands held to higher standards.
• Health. Strength and longevity are powerful drivers.
The implication of late is that there is an escalating scale of green consumers contributing to the fractured reach of green as a brand. The scale escalates from those who don’t care about green to those who do.

Our view is that consumer drivers are not tied to an evolution extending from those who don’t “get the message” to those who do. That’s like saying Abercrombie kids grow up to wear Dickies. Much like any brand, green is a choice.
“In a perfect world all things green would be ideal but in reality there are no absolutes. Green, as we know it, is a relative concept that requires a harmonious existence that thrives in the context of real life.”
--Marie Lena Tupot, partner, scenarioDNA
Pushing certain driving buttons, however, will get the “green” of a brand to resonate beyond the call of eco-consciousness. Then, a life in balance becomes the common denominator for us all. That said, the definition of balance changes according to the consumer.

Before a brand jumps on the green bandwagon, it’s critical to know who your consumer is and who they are not. Don’t leave them regretting the green they wished for. more...		 Table of Contents
1 Introduction
2 The Everyday Green Consumer
4 Green Product & Service Trends
What's hot
Trust underscores every level of green consumer. When the chatter ceases, no one wants to look foolish for spending too much or not spending enough.

What's not
Green washing and green extremes. If going green means deeply sacrificing personal quality of life—leaving man’s best friend behind on nature walks, for example, what’s the point?

What to watch for
Much like any other brand choice, as consumers get to know more about all the aspects of green, they’ll cherry pick what works for them. There is no blind faith.


Case in point: A Misconception

PHOTO: NY TIMES

You don’t need to commune with nature to understand the environment. Think of the latest generation of Americans who’ve perched themselves on the edge of vast, undeveloped government lands out West. The NY Times reports that they are living out a dangerous experiment, many of them ignorant of the risk…The new rural Westerners, fire officials say and insurers increasingly demand, will have to start thinking more like the self-reliant Westerners of old. No more soft and fuzzy reminders from Smokey Bear.

As golf courses were to a past development wave, wild and scenic is to this one. That’s not green. That’s selfish.