New Research on "Selling Green" to Skeptical Audiences

As a follow-up to my May 14 blog post, my friend John Marshall Roberts has published new research with the Shelton Group that  “cracks the code” on the green marketing conundrum: How do you overcome cynicism and skepticism to persuade consumers to buy sustainable products?

The research distinguishes three kinds of environmental skeptics and suggests a number of ways to reach them. Among the recommendations:

• If possible, disarm the skeptics by showing you understand that they view the green movement as a scam.
• Suggest that China is beating the U.S. in sustainability (or, conversely, that China doesn’t want U.S. consumers to be sustainable)
• Focus on purity -- the lack of toxins and pollution created by your green products.
• Avoid discussing global warming at all costs.

For the full article check out the BusinessWire:

http://www.businesswire.com/news/home/20110608005462/en/Researchers-Crack-Code-Persuading-Skeptical-Cynical-Consumers

What Will be Your Legacy- part 2

After a couple of solid years of regular blogging, my posts have become infrequent due to a personal decision to take care of my sick mother. This was a full-time commitment that took up most of my time for nearly a year. I was able to continue my growth and learning during this time, and I am excited now to return to full-time pursuit of my dual missions:

1. To make the quadruple bottom-line of People, Planet, Profits and Purpose the common measure of business success.
and
2. To help leaders discover and express their deepest values, signature strengths and highest purpose.

I look forward to sharing inspiring ideas to co-create this world so badly in need of values-driven leaders who share this vision of business as an agent of world benefit.