It was an impressive statement made by the crowd I saw at a demonstration by young people on the occasion of a Fridays for Future movement. And what does this statement have to do with advertising your product? Much more than you can or even want to believe.
Consumers are still guided by basic needs: A desire for security, health, recognition, procreation, love, and acquisition of knowledge. But what is most in demand right now is accompanied by a green idea. Greenwashing is being used to sell more and more products. And most consumers, in turn, buy to assuage their conscience.
We do not want to claim here that the environmental idea is just a fata morgana. That would be wrong. But statistics show us: Never before have so many cars been bought, never before have people traveled so often, never before has so much meat been eaten, and never before has so much electricity been consumed. It is true, some of this electricity is also green. But this is being subsidized with consumers‘ money! Flights, cruises, cars, refrigerator all with tax-free kerosene, or subsidized energy. As a manufacturer, you should not view this text as a political one – it is not. But actual environmentally-friendly behaviour is spreading. You must take this into account. The point is that our environmentally-friendly behaviour shouldn’t be costing anyone anything! Otherwise, your product will remain on the shelf.
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