Commentary

How to sell Green (Part 2)- by Greg Strid

I returned to C-Town, a week after my last visit, to
buy a mixed bag of groceries: Krasdale Quick Oats,
a dozen free-range, home-schooled eggs, a can of
tomatoes and two yellow onions. ( I also ended up
with two bottles of Refresco Goya- the coconut flavor
is unbelievable- it really is liquid crack.)

I saw the rack of Earthwise bags-it was packed,
looking like a tree with too many leaves. So I plucked
one down to carry my goods as I weaved in and out
of the aisles- they really are well made- strong, and
they are a bright, vibrant color green.

I then created a small bit of confusion at the check out
counter, which resulted from my attempt at fancy math
designed to reduce the amount of coins I would have
to carry home.

This was actually advantageous because the manager/owner
came over to remedy the situation. I took the opportunity
to ask how the Earthwise bags were selling. “They are selling
great. I order about a hundred new ones a week,” he said.

I was surprised because the rack was full. “Who buys them?”,
I asked.

“White customers,” he replied. He then explained that 95
percent of his customers are poor, and cannot afford to pay
99 cents for shopping bags.

I then proceeded to point out the rack of 99 cent 2 liter bottles
of soda located just a few feet from the green bag display, and
then rambled on a bit about the other items that people of low- to
moderate-incomes can buy for a dollar and then about where I
used to live -around the corner- and what my favorite color was
and why. I was starting to lose him in mid-ramble, so I thanked
him for his time and carried my booty home in my environmentally
friendly bag.

I was pleasantly surprised to hear how well Earthwise bags were
selling. But, unfortunately, I was correct in assuming that most
of C-Town’s core customers were not purchasing them. I believe,
as I stated in my last article, that people struggling to pay for
basic necessities need a financial incentive in order participate
in the green movement.

I have a suggestion to the people at Earthwise: reach out to
companies like Coca-Cola and Proctor & Gamble. It would make
sense to cross-promote basic consumer products with those
that help save the environment. It would also make sense for
promotional campaigns to be advertised in local urban dailies
in addition to larger publications and the web (internet access
is also a luxury that many with low incomes cannot afford.)

©Greg Strid 2008

© 2008 Splendid Marbles.