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“Marketing Extraordinaire” Jen On Green Living, Whole Truths, And Winning
The internet is full of tips to make going green the easiest, most enjoyable, most socially responsible thing you’ll ever do. So why hasn’t everyone done it already? Jen has been all over the news lately, shedding light on the new consumer pattern of “greenish,” a more manageable version of the decidedly virtuous and increasingly attainable green lifestyle.
In an interview for Green Prophet, Jen notes that the pattern of “greenish” behavior on part of the consumer is a result of perception, availability, and cost. From her interview:
You note that one of the solutions is to become “greenish.” Can you explain this to our readers?
I wouldn’t say being Green-ish is a solution but rather that it is an inevitable truth for real women living in a real world. Women want to do the right thing by their families and their environment but have to make daily compromises because of their financial resources. Green products generally cost more so women will prioritize the areas in her life where they are the most important.
What, in your opinion, is so hard about going “green”? Is this a marketing failure? A government failure to provide adequate resources to make smarter choices, or is this good ol’ fashioned laziness?
I think it comes down to cost and quality. Do organic cleansers work as well as the ones filled with chemicals? Not usually. And even if they did Americans have been trained to associate the smell of products like bleach with cleanliness and with the absence of that sensory signal they doubt the efficacy of their green cleaners.
To read the rest of Jen’s interview at Green Prophet, CLICK HERE.
To read about why being greenish is a worthy goal, CLICK HERE.
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