The New Green Marketing
Given that greenwashing claims pour water on the flickering flame of eco-marketing, one might ask whether this so-called green movement is just another marketing fad. Funny, that’s just what people used to say about the healthy eating trend more than two decades ago!
The fact is that interest in eco-minded businesses is only going to continue to grow, experts say, and restaurants simply need to continue tapping into the right ways to address and spotlight their practices to gain customer favor and avoid criticism.
Targeting and Timing
Green messaging has to be tailored to the right audience at the right time. Greg Menken, vice president and director of sustainability at Beckerman Public Relations, acknowledges that so far, it is mainly “influencers,” such as environmentalists and CEOs, who have voiced the most interest in eco-friendly practices, while the awareness level among consumers is relatively low. According to him, it is still about “knowing what the customer wants. If you figure your customer base is not interested in green, then clearly you’re wasting dollars.” But, he warns, even though a restaurant’s direct customer base might not yet be interested in green stories, “there might be other audiences to appeal to, such as getting government on your side.”