Sustainability and “going green” have been on consumers for the past couple of years. Going green was the issue du jour for most of 2007 and 2008 according to GreenBiz.com. And now with people losing their jobs and issues of paying the rent are at the forefront of consumers’ minds? The green momentum started in the last couple of years is bound to slow. But many consumers are willing to buy green, if they can afford it or if they think it’s important. If you’ve got a green product or if your entire company is built around sustainable products and practices, don’t totally switch off the green marketing machine. Just give it a little tweak with these strategies.

1. Market your less expensive green products, while giving consumers tips on how to stay green. 
Most consumers fall somewhere along a “green” spectrum from light green (occasional recyclers) to dark green (only buy recycled products, use solar panels to heat their homes). Not everyone is at the dark green side of the spectrum. Most consumers that consider themselves to be green recycle, buy goods with recycled packaging, and try to buy organic fruits and veggies when they’re on sale. You can still keep these customers by marketing small ways they can stay green. By giving consumers’ tips they can use, you’ll be seen as an authority, as well as a place to get more green goods when the economy bounces back.

2. If you’ve been greenwashing at all (even fudging a bit on the percentage of recycled paper packaging), it’s time to stop or put your money where your mouth is. The mass market is more concerned with value now than ever. Customers are more picky about what companies and brands they support. If green customers find out that you aren’t as green as you say, you’ll lose a ton of customers and the word will get out through blogs, forums and social networks.

3. Focus on quality of your higher-priced items. The time has passed on marketing your goods with a high price to give them an “air” of quality. Instead, focus your marketing efforts on showing how that quality benefits customers. Show how an air purifier benefits families by breathing cleaner air, which lowers doctor’s visits and therefore doctor’s bills and health care costs.

4. Market on social networks. With greenwashing becoming commonplace, many consumers are turning to forums, blogs and sites like Facebook to get opinions on what green items are really worth. So create a blog, a Facebook account and a Twitter account to let people know what’s going on in your company. Let them know that you’ve switched to CDL bulbs or that you’re now recycling paper waste from packaging. Marketing on social networks doesn’t cost you anything and it’s a great way to start a conversation with customers.

5. Don’t be condescending in your green marketing messages. It’s true that not everyone knows what “sustainable” and “green” really mean. But instead of talking down to consumers who don’t know these terms, include a glossary on your Web site or blog and reference that for any “green newbies.”

6. Offer free stuff and loyalty programs. Price reductions lower your brand’s perceived value. A free gift or a gift card after spending a certain amount of money at your store heightens loyalty without cheapening your brand. People want to save money, but don’t let them save it at your brand’s expense. Free stuff can allow you to help people to save but still keep your dignity.