The Times, Aug 2008
Which is more motivating for consumers? Saving hard cash in really rather large amounts? Or making an invisible contribution to an incredibly complex global problem that has little immediate impact on their lives?
The real question is why anyone’s even asking. Of course the indisputable appeal of saving money trumps environmental concern as a driver of making real changes to behaviour in ways that may be, at least initially, inconvenient if not uncomfortable.
It’s not in the least bit surprising that it was record gas prices that led Americans to drive 1.4 billion fewer miles in April 2008 than April 2007, rather than fear of global warming. And neither should the fact that the price of energy may finally make us turn our thermostats down a degree (84% of concerned consumers say they have done this in the last 12 months to reduce their energy bills) or start switching our appliances off instead of leaving them on standby raise a single eyebrow.
But to rashly conclude that consumers have never really cared at all about the environment would be entirely erroneous. And for an energy company – or a car manufacturer, or any other corporate entity peddling fuel efficiencies which saves cash – to decide to make economic savings the sole focus of their messaging would be incredibly near-sighted.
Far better to start working incredibly hard to weld the concept of efficiency savings to both economic and environmental benefits. When it comes to energy consumption, the link is hardly obtuse. Less energy = less cash = less CO2. The logic is indestructible. Just because the ecological angle may not be the primary factor driving behavior does not mean that consumer won’t value knowing that they’re making a positive difference to the world as well (in this month’s Concerned Consumer Index the factors determining choice of energy supplier - behind price and customer service - are ‘using resources effectively’ and ‘investment in renewable energy’) . And the more the corporate can be associated with helping the consumer save both their wallets and the world – and be seen to care about both - the greater the composite reputational benefit.
So rather than think that as economics rise to the fore it pushes all else aside, grab hold of it and run with it: for a green message, it’s a powerful ticket to ride.
