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July 24, 2007


Paul Rankin

Like the man said, "people don't buy a drill bit because they want a drill bit. They buy a drill bit because they want a hole."

That said, in my experience, if people can buy an environmentally friendly product rather than a "neutral" product, and it doesn't cost them an arm and a leg more, most do it.

G.B. Veerman

Paul, I agree with both parts of your comment -- but the second one is most telling: "as long as it doesn't cost them and arm and a leg."

That would seem to reinforce the idea that price -- what it costs me personally -- comes before altruism or activism. Still, I'm not sure enough people really do make the choice when there's a choice to be made. For consumers, protecting the environment is abstract and distant; paying more for something is concrete and immediate. There's a lesson in there....

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The Haps

  • Welcome!
    It Grows on Trees is about advertising and marketing green. Find policy and activist chat somewhere else. This is where we get down and dirty on brand maneuvers to communicate green in a noisy marketplace. The object is simple: make sustainability mainstream and grow business.

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