- 4:16 pm - Wed, Jul 25, 2012
- 51 notes
Does “green” need to be marketed in a more “macho” way?
Sounds a little nuts at first, but as this piece in the journal Solutions points out, the “Don’t Mess With Texas” anti-litter campaign was green, kinda macho, and very successful!
The article also cites a recent study that identifies some of the image problems that surround green/eco-friendly thinking and actions. Here’s how the article starts out (slightly edited and trimmed):
A recent OgilvyEarth study entitled, Mainstream Green: Moving Sustainability from Niche to Normal … investigated the discrepancy between Americans’ actions and intentions around sustainable living and shopping behaviors, otherwise known as the Green Gap. …
What sparked media buzz … was OgilvyEarth’s conclusion that [some] men are often self-conscious about using canvas shopping bags, drinking from reusable water bottles, or driving Prius hybrids. Put simply, men saw green as too feminine. Among surveyed respondents, 85 percent said that they saw women as more involved than men in the environmental movement, and 82 percent said that going green was definitely more feminine than masculine. …
OgilvyEarth’s gender gap findings aren’t surprising. Past academic studies and polls have long found that women tend to express greater environmental responsibility than men.2-4 Given that moms do most of the shopping, cooking, and maintaining of households—controlling 85 percent of household spending5—green marketers have instinctively crafted their advertising and products to appeal to women. This strategy may be holding back the embrace of green behaviors by men.
Lessons from the famously successful Don’t Mess with Texas campaign are instructive in how green can be made more macho through message framing that connects sustainability and masculine values.
Read the rest here.