Eco-innovation Done Right
Happy Earth Day, Brand Makers. As a consumer, I love to buy brands committed to the environment. Since I've worked on several eco-friendly brands and brands looking to leverage environmental trends, I thought I'd share with you some of my thoughts on eco-innovation done right.
I like keeping an eye out for exciting innovations in the eco-space. The seismic shift in eco-innovation is the shift from combustible gas cars to electric cars. Considering how much the auto industry impacts our air quality and global warming, getting consumers to shift from gas-powered cars to electric vehicles will significantly impact our environment. There are some interesting lessons we can learn as marketers and innovators in the consumer trend to embracing a more sustainable car.
Electric cars have been available for many moons. But there were several downsides to the technology. First, the cars didn't have very much range. Electric cars were good for short drives but nothing longer than an hour or two. As they were slower than conventional cars, they were limited to city driving rather than highway driving. Also, electric cars didn't mimic conventional vehicles, so car enthusiasts couldn't rev their engine or enjoy other typical car sounds. Lastly, it required consumers to make a behavior change - to plug their cars into an electrical socket each night to recharge. All this, and electric vehicles were higher in price compared to conventional vehicles. There were significant downsides to owning an electric car.
Enter the Prius, the first mass-marketed hybrid car in the US, and now there was a vehicle that enabled owners to enjoy eco-driving without compromising on the things that made electric cars so difficult to embrace. Drivers could take the Prius on long drives and there were no downsides to being eco-minded driver. The cache of owning a Prius also made it extremely appealing to mainstream drivers. The Prius defined a real benefit for the consumer - fuel efficiency. It delivered eco-consciousness in an accessible way and without compromise.
Tesla is the true disruptor in the eco-car space because it took all the negatives of electric cars and flipped them on its head. The technology that Tesla employed in its fully electric car meant that now drivers did not have to compromise on performance. When Tesla launched the Roadster in 2008, the car could reach 130 mph, and its range was 200 miles. Tesla now produces the most electric vehicles globally, having produced 1 million electric cars in March 2020. With its sporty-looking cars, Tesla made being eco-friendly aspirational.
When I've done work with environmental companies, consumers say that a product must meet category norms, full-stop. If it fails to deliver the benefits that the category offers, being eco-friendly will not induce consumers to buy the product. A bag should be functional, stylish, and durable first. It's a great additional benefit that the bag is made of recyclable materials.
In an ideal world, eco-friendly options are crave-able. Take these brands that have made the environment their reason for being. These companies made great products that go beyond the table stakes in their categories and elevate their brands with well-designed products and strong branding:
Tesla makes sexy, fast electric cars.
Method makes delightfully designed natural products that make cleaning less of a chore.
Patagonia celebrates the outdoors and donates 1% of sales to environmental causes.
Even if your brand does not make eco-friendly products, embracing environmentally conscious practices is welcome by consumers, even if they are small eco-acts.
Here are some great inventions that have recently made me take notice.
Reusable Envelopes – My electric utility bill comes in a nifty envelope that allows me to repurpose the envelope and send it back to the company for payment. It drives me nuts when companies waste envelopes when I've signed up for auto-payment, but not paper-less billing. This tiny innovation to save paper from Pacific Power makes me think that they care about our community.
Compostable Vegetable Bags – At Trader Joe's, I was pleasantly surprised to find that their produce bags were compost bags. Now, I can use the bags in my compost bin and don't have to throw them away like the other plastic bags I accumulate. It makes me feel good about buying produce from TJs, even if they over-package some of their products.
These small eco moves give customers who value the environment new ways to engage with and appreciate your brand. A little can go a long way.
Not everyone is willing to pay for environmental benefits. My next-door neighbor loves her Imperfect Produce shipment every week. On the other hand, my sister told me she tried the service and canceled it after one box. The produce was a little "too imperfect." It's a person who cares about the benefits you offer that will embrace and celebrate your eco-actions, however big or small.
Happy innovating in the eco-space, and again, Happy Earth Day!