Treehugger Pt II: Plentitude and Green Markets July 29, 2006Posted by Michael Hoexter in Blogroll, Green Marketing.
In my initial post about Treehugger, written late at night, I left out a key feature of Treehugger. As I outlined in my previous post, Treehugger is a smorgasbord of articles/links to the fast evolving world of greener products, green policies and technologies viewed largely from a non-technical perspective. There are approximately 16 posts with today’s date on Treehugger each with themes ranging from a French company that recycles climbing ropes to a link to a discussion whether E85 fuel is a distraction from truly green technologies.
Treehugger, though a credible source on most serious environmental issues, also presents us with a cornucopia of more or less virtuous goods that at least in their web presentation threaten to satisfy our needs in a more or less pleasurable way. This experience is similar to the experience of going shopping in a well-stocked market, commercial district or shopping mall, one encounters a plentitude of goods that are more or less desirable depending on your interests and needs.
On the other hand, green politics and the environmental movement started from visions of destruction and scarcity, how we were and are despoiling the earth and its resources. The migration to visions of plentitude within a green context are part of a decades-long evolution where a green sector has emerged in our economy. The products of this green sector can now, certainly in cyberspace, be laid out in a sumptuous yet potentially virtuous array. Treehugger then becomes kind of a shopping experience that mimics the effect of the conventional shopping experience.
I believe in an intuitive, speculative way, that the vision of plentitude is part of the successful marketing/sales experience in any venue. Most us will be put in a more relaxed state by considering a more than adequate spread of need-fulfilling objects. With green products, this plentitude may be leavened with considerations of the sourcing and conditions of production of the goods but it never hurts to present where possible a bountiful vision.
Future green marketers should be able to call attention to and evoke an alternative bounty that does not threaten the natural bounty that we depend upon. The green cornucopia may provide more people, who may not be as interested initially in ideas, with access to green ideas through the consumption of green products. Some may find this superficial but I think not everybody can be expected to consume ideas in the absence of material “proof” of their usefulness and worthiness.