Eco-snobbery
Usually I ponder on opportunities for entrepreneurial business people arising from providing solutions to problems arising from environmental challenges. Just good business, responding to emerging market demand. But today I'm thinking of those whose main motivation is to save the planet and who may be dealing with a market that isn't quite ready for their message yet.
One day last week an article on the back page of The Age caught my attention. The writer wandered into an organic foodstore and was entranced by the produce on offer, but daunted by the price. She felt the staff member was judging her as someone not worthy of being in the shop if not prepared (or able) to pay the prices. She called it eco-snobbery. Now it may have been entirely her imagination, but the potential for this problem is real.
Nobody likes being preached to even if they agree with the sermon. Customers investigating environmental products are looking for a solution to a problem. Part of that problem is their impact on the environment, which they'd like to reduce. But they still want a solution that is effective, convenient and affordable. So it's fair enough that they want to know how much it will cost them. It's been my observation that some providers of environmentally friendly products find this question in some way insulting. "What's the payback on a four-wheel-drive?" one seller of solar hot water systems asked me some years ago. I don't know. I haven't got one and I don't want one. But I do want to know how much your system is going to cost me. Is that such a difficult question?
For the record, I've investigated solar hot water off and on over the years and it took me five attempts just to get a quote. That's five separate providers, three of which actually came to my home and only one of them would name a price. And when they did, it was enough to make me reconsider (I decided that it wasn't the best use of $5,000+ of environmental spend and later opted for solar panels). All of which could have been avoided with a few questions and a ballpark calculation.
I've visited organic food markets where the fruit and veggies were old and tired and the vendors more interested in talking to each other than serving potential customers. [I've also seen some where the produce glowed with goodness and the vendors were friendly and attentive] Just like any other business, eco-businesses need to be sensitive to customers needs (and wants - not always the same thing!)
The point is that customers don't have to share your passion for the environment to be good customers. They might think like you and that's great. You can have a good chat while you make the sale. But when you're running a business, your first question should be what do they need and can you help them get it? If you limit your market to people who think and act like you, you'll limit your business. And if the purpose of your business is to help save the planet, then limiting it is the last thing you want to do.
