Underscore direct, tangible benefits . While consumers want to know about the environmental benefits of the products they buy, they are more interested in a product's primary benefits. Advertising for Scotchbrite soap pads emphasize in-use benefits, while environmental attributes are delineated on package copy. Marketing efforts for Gridcore emphasize the product's strength, lightness, and superior acoustics, and its subsequent appropriateness for specific applications including furniture and cabinetry, exhibits, stage sets, and interior building products such as doors, ceiling tiles, and room partitions. Dramatize environmental benefits.
Environmental attributes are often intangible.
Although they are intangible, environmental benefits can help to underscore primary benefits such s cost or health. Be credible . Lack of consumer confidence in marketers' green claims necessitates specificity among other strategies in highlighting one's environment-related benefits. Originally published in Marketing News , July 17, 1995.