Why do you think people donate their stuff to Goodwill, the ultimate green recycling operation?
Is it because Goodwill’s workforce development programs are a great cause, and they know that the sale of their used items will help put people back to work? Or perhaps it’s because they know their used clothing and household items will help families that are less fortunate, especially in this rough economy? Or by donating to Goodwill do they feel they are doing their part to keep their items out of landfills?
Although altruism is an important motivator, the proximity of stores and ease of dropping off donations drop are the top reasons people donate. In short, it’s all about convenience.
Another great example is Frito-Lay. They created a marvel, one of the first compostable consumer packaged goods bags for their Sun Chips. Did consumers embrace this remarkable innovation? No, they repelled from the noise it made. Forget what it does for the planet. The loud rustling of the bag, the first brand touch point for consumers, was just too obnoxious for most Sun Chips fans.
This unexpected sensory experience was, in its own way, too inconvenient for consumers and they stopped buying the product.
Forget about the deliciousness of the chip, it being a healthier alternative to other snack items, the renewable energy used to create it, and it’s overall “Greenness.” The sound the bag made trumped all of those brand benefits in consumers’ minds, or ears. Frito-Lay had to pull the compostable bags to, ironically, insure the sustainability of their product.
They have recently launched a new, quieter compostable bag.
Where have you seen consumer convenience trump all other aspects of a green product or service?