I recently discovered that I was a HERB. Not exactly flattering, but preferable in my mind, than being SCUM or even a RAW NUTZ for that matter.

No, I try not to make a habit of calling others or myself names, so what exactly am I on about? A rather creative, if not insulting (across the board) way of categorising Green Consumers. Ranging from the completely OTT tree hugging dark green fanatics, to the brown, head-in-the-sand 'What environment?' well, SCUM.

To describe the various shades of green found in today's consumer, we have the:

RAW NUTZ: Righteous And Willing Nature Unspoiling Total Zealots. The politically-active minority who are on the edge of eco-innovation.

HERBs: Hopeful Eco Ranting Buyers. They buy into new ideas and technology quite easily, may be more tolerant of performance or cost issues and may be willing to spend more for green products because they believe they are making a difference.

MOSS: Masses of Sustainable Starters. Have a fairly high interest in green solutions, yet a reluctance to overly change their lifestyles.

WEEDs: Waiting For Everybody Else Demographic. A more slowly-evolving majority, on the fence when it comes to the environment and reluctant to embrace newer technology.

SCUM: Stubborn, Comatose, Undereducated Mainstream. Do not believe environmental concerns apply to them. They may not even believe the planet is in any trouble at all.

Thanks to Unicycle Creative for this enlightened demographic breakdown.

From SCUM to WEEDS

Be aware however, that consumers - and your own shade of green - will probably change over your lifetime. How green or brown you are, will vary depending on your life cycle and life events.

If you suffer a health scare, you may suddenly become aware of how a chemically indulgent lifestyle has taken its toll on your body. Or you may well enjoy the miracle and blessing of birth and make conscious decisions relating to your legacy and the world your child will be left with. There are triggers throughout life that spark action from most conscious people.

Even if you're not a RAW NUTZ or a HERB, every one is reachable and has the ability to change their behaviour - it just may not be through appealing to their green values.

So like all marketing, it is imperative to know what your customers' values are. What language is needed to speak to their listening? What do they want to hear and what will motivate them into action?

Will you sway customers with talk on saving the environment or will that alienate them? Are you better off not getting on the green soapbox and instead highlighting the cost saving, the increased productivity, the convenience or the 'insert-other-benefit-here' instead?

Know what your audience wants, then deliver that to them. Even if they love your product, business or service for reasons other than eco-friendly ones, at least you can sleep well at night knowing they're doing their bit.

A note of warning!

Be nothing but honest about your green claims. Do not declare anything but the absolute truth as the lovely people at ACCC will hunt you down and murder your brand, not to mention your once trusting customers running a mile to get away from you.

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