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June 20, 2007

News & Opinion: Changing the world by learning to sell green products.

By: Dylan Schleicher @ 3:45 PM – Filed under: Marketing & Sales

MarketingProfs applies Levitt's marketing myopia to "green" businesses. When creating environmentally friendly products, businesses can easily fall into the marketing myopia trap; that of, focusing too much on the green benefits.
It seems the majority of consumers won't go out of their way to buy a product simply because it's green. Take Philips' fluorescent lightbulbs named EarthLight pitched in 1994 with a price tag of $15. Sure, it was good for the environment (though didn't fit most lamps) but sales never took off. When the bulbs were repackaged and promoted money savings in 2000, sales took off. [Now, green bulbs are becoming an industry standard.]
The problem: consumers didn't understand what was in it for them.
Which makes me wonder how many people bring their grocery bags back for 5 cents savings or their Starbucks' mug in for 10 cents off. How much value do consumers need to see to convince them go green?

About Dylan Schleicher


Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.