Gateway Drugs for New Green Consumers
- May 04, 2015
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A crucial job for marketers of sustainable businesses is accelerating growth in the number of consumers who will make the effort to find and buy green products. I’m convinced that this challenge is not just about communicating a sustainability message, but about getting people to actually use and enjoy a green product. This is the gateway drug, so to speak, of sustainability. Through repeated use, not only does the consumer become attached to the gateway product, they become susceptible to the allure of other sustainable products. So, which products that can most effectively play the gateway role to creating green consumers?
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