ARSgreen Knowledge Nuggets

A type of messaging effective in the green space. . .

Ads with a specific green message (i.e., uses less plastic, 60 mpg highway) tend to influence consumers more than ads with general green messaging (good for the environment).

Focus on your Green product, not your company’s image

Incorporating information on company image or reputation in Green advertising has potential negative effects on an ad’s sales effectiveness and on the image of the company itself. This seems to be a manifestation of the “greenwashing effect.” Consumers are wary of baseless green claims made in advertising. We have observed that for both television and print advertising, effectively conveying a company’s image, without substantiation of quantified environmental benefits has proven to be a difficult undertaking.

Including a personal solution in your Green campaign can avoid the common pitfall of a negative tone . . .

While roughly 1 in 50 traditional TV ads have a negative tone, more than 3 in 4 green TV ads are negatively toned. This is manifested in the following differences: Compared to traditional TV advertisements, green TV ads generally:

• Do not present problem-and-solution combinations, typically leaning more towards a global problem without delivering a personal solution
• Do not focus on personal relevance
• Do not show user-satisfaction, again focusing on the global problem rather than how their product helps people on a personal level
  

These are among the elements that contribute to a generally negative or gloomy tone in the majority of green ads. By showing how a product/service can provide a personal solution, advertisers can have a more successful campaign.

Speed the adoption of green alternatives by creating consumer demand

ARSgreen, a division of ARSgroup, was formed to speed the adoption of green alternatives by creating consumer demand through communications which change/reinforce desired behaviors.

We have 40 years of experience with over 16 million consumers, across hundreds of product categories. Our scientifically superior systems measure the product demand created from an advertising campaign and provide insight into the drivers of demand.

We provide our clients with consulting, knowledge and measurement services by testing consumer response to green sustainability marketing campaigns. We help the world’s top marketers increase demand for their green products and services. We currently predict demand for the varying objectives of some of the world's largest:

• Advertisers
  
• CPG Companies
  
• Retailers
  
• Pharmaceutical Companies
  
• Brands

Our measurements have been related to in-market sales success in thousands of cases. With this growing insight, we have helped develop best practices/principles for effective green messaging. 

Our experience spans the following categories:

• compact florescent light bulbs (CFLs)
• condensed products/reduced packaging
• mercury-free batteries
• natural/organic foods
• organic clothing
• fuel efficiency
• chemical-use reduction
• ocean-habitat-friendly seafood
• water purification

To learn more about our green communications solutions, visit us at http://www.ars-green.com. Contact us today to begin maximizing your green communications.