Wal-Mart and Green Product Marketing for 2009 August 12, 2008
I really love Wal-Mart’s leadership on this. My only concern is how those products are communicated and marketed. With the top 250 suppliers having until August 18th to submit proposals for Spring 09, I’m sure we’ll see an nice mixture of offerings. Some will use certifications of sorts, some will use house-designed labels and graphics. Particularly interesting is the retailer push for “stories” in the marcom. At least I hope they make ‘green’ an element of every product category, not just a larger category to be managed on its own.
This article from Arkansas Morning News explains it all
What do YOU think?
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As long as the stories are backed up with numbers on a balanced format, we’re good. Becoming certified by SMaRT Sustainable Product Standard would address all of the issues.
Indeed Mary, at least some type of substantive data in a story that is concise and straightforward. Explaining perhaps the life cycle of the product from sourcing to manufacture, while including directions for proper disposal/etc.
This story doesn’t have to be dry and scientific though, please. IMO, as marketers it is our job to capture readers’ attention and make them want to feel positive affinity for the product, put it in their shopping basket, and if they like it, share their experience and make recommendations to others. All this while not being vague, overstating claims, and using subjective in-house nor uncredible 3rd party labels.
Reliable certified labels that are single- and multi-attribute (like SMaRT) would also be beneficial. I recognize that not everyone will perhaps notice such a label, however the jurisdiction on placement on the packaging (front, rear, side) and its prominence (size and visual distinction apart from other visual elements) really comes down to the design agency, manufacturer, and sometimes the retailer (in the case of private-label programs and with the mega dictation power of retail giants like Wal-Mart).
Let’s see what the future holds.