Many companies are making great strides in becoming more environmentally responsible. But it’s hard to turn green all at once; most companies don’t have the money to overhaul their business model into a green one at one time. And, there’s nothing wrong with tweaking materials, light fixtures, paper sources, etc. one at a time. According to Todd O’Donald of MediaPost’s blog Marketing Daily, many brands are fearful of antagonizing eco-enthusiasts by touting their greenness before they’re completely green.

But O’Donald says there are different shades of green when it comes to customers and businesses alike, so companies should market any green changes that have taken place.

Shades of Green
Not all consumers who would consider themselves to be green are on the same “level” of greenness. Think of consumers as being on a green continuum – with dark green on one side and light green on the other side. The dark green consumers are the proverbial “tree huggers” who hold manufacturers and brands to a high environmentally responsible standard. They also think of green issues as being black or white. The light green consumers are Conscious Consumers – those that shop at Whole Foods but drive there in their SUVs. The vast majority of consumers that are mainstreaming the green movement belong to this group so it makes sense for most companies to cater to this lighter green group of consumers.

The light green consumer is an ideal consumer, says O’Donald. They care about the health of the planet and their families, and they’re willing to change their behavior to do something about it. These customers are loyal to brands, influence family and friends to adopt their preferred brands and have a higher income to spend on products that have meaningful green and/or health claims.

Marketing to Light Green Consumers
This group will accept claims on packaging that feature a meaningful environmental or health benefit. Also, messages that focus on shared values (since caring for the environment is a shared value) will work best to connect with this group. Similar to cause-based marketing, marketers should create a relationship with this audience by doing something similar to that of a sponsor for a sports team. Sponsorships go over big with this audience.

Flaunt It, But Don’t Lie About It
Green consumers of all shades are smart, though, so don’t market your product as being made from 30% post-consumer waste unless you have the facts to back it up. Misleading claims or overstating your greenness will backfire as this group has the means and motivation to check your claims. These conscious consumers value honesty, and you’ll lose their business if you lie or “stretch the truth” about your greenness.

3 Marketing Strategies that Green Companies Follow
Bob Gower, marketing and sustainability consultant, says that companies fall into three distinct strategic groups in terms of green marketing:

Marketing Sustainability: used by companies selling green concepts and products

Marketing with Sustainability: used by companies to promote their green efforts, which enhance their brand

Sustainable Marketing: Brands that use the 4 Ps of marketing (product, price, placement and promotion) to help create a sustainable economy (people, planet, profit).

Which is the best way to go? As long as you’re some shade of green, most consumers will respond the same way to all these types of marketing. A recent Edelman good purpose study found that 68% of consumers said they would remain loyal to a brand during a recession if it supported a good cause.

This green trend is good for any company trying to go green. And, it just goes to show that you don’t have to be dark green to say you’re green. Any shade will do.