by Michael Smith
EcoAlign releases report "Cracking the Green Code: Using a Values-Based Model to Improve Customer Communications and Marketing" to advance consumer adoption of green products and services
EcoAlign, a strategic marketing agency focused on energy and the environment, released its third Project Energy Code report titled, “Cracking the Green Code: Using a Values-Based Model to Improve Customer Communications and Marketing,” written by distinguished communications strategist and research psychologist John Marshall Roberts, on April 15, 2009.
This third report in Project Energy Code helps marketers bridge the “green gap” and is available for free at www.ecoalign.com
The report offers marketers who are tasked with driving adoption of “green” products and services a clear, scientifically validated, values-based, customer profiling and messaging methodology for achieving objectives while challenging the depth and sufficiency of today’s marketing ideologies. In the report, Marshall details a number of current practical examples and provides a thorough explanation of the levels of human thinking and how marketers may appeal to each. This approach is aimed at leveraging traditional segmentation to move campaign metrics quickly.
“Millions of dollars are wasted every year on well-intended programs that generate little or no real-world traction,” concludes Marshall Roberts. “Before initiating their next program, we encourage marketers to perform a strategic values assessment of the target audience and create a strategy that will promote sustainable behaviors and greatly increase the opportunities for success.”
The report provides new insight to help marketers close the “green gap” – an oft-occurring behavior that EcoAlign has identified in which there is a disconnect between consumers’ professed intentions and their actual sustainable behaviors.
The report is part of Project Energy Code, a research program developed by EcoAlign, which provides ongoing analysis of consumer behavior with regard to energy consumption and the environment from an approach grounded in social sciences.
A full report is available at free of charge by visiting EcoAlign’s website at www.ecoalign.com.
John Marshall Roberts is an author, speaker and applied research psychologist with more than a decade of strategic communications consulting experience. He helps overcome consumer skepticism through strategic communication design and the application of values-based messaging for inspiring sustainable behaviors. (www.jmarshallroberts.com)
EcoAlign (www.ecoalign.com) is the foremost energy and environment marketing agency that aligns corporate and consumer behavior with the future of energy and environment via innovative marketing and communications strategies.
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New report published by EcoAlign
ECOALIGN RELEASES REPORT, "INCREASING ENERGY EFFICIENCY THROUGH DECENTRALIZED COORDINATION," AVAILABLE AT NO CHARGE
Project Energy Code Brings Social Scientists into Discussion on How to Close Green Gap Between Stated Intentions and Actual Behavior
WASHINGTON D.C., February 12, 2009: EcoAlign, a strategic marketing agency focused on energy and the environment, released the second Project Energy Code report, “Markets, Technology and Institutions: Increasing Energy Efficiency Through Decentralized Coordination,” written by distinguished economist Dr. Lynne Kiesling.
The report explores new infrastructure technologies that increase consumer awareness of electricity consumption and the ability of consumers to modify electricity consumption. These technologies facilitate economic decision-making through “decentralized coordination” which contrasts with regulation and central decision making. Dr. Kiesling concludes that decentralized coordination is more effective at closing the “green gap.”
“Our traditional regulatory institutions were premised on, and designed for, a static economy with little technological change,” concludes Dr. Kiesling. “That world no longer exists in the electric industry, and the failure of our regulatory institutions to adapt to unknown and changing conditions is costly, in terms of economic inefficiency, of greater resource use than may be optimal, and of long-term environmental quality.”
Dr, Kiesling also considers how individual behaviors affect economic decision-making, and the consumer behaviors of risk aversion, status quo bias, and loss aversion. She refers to a research agenda that will explore human behavior through the lens of experimental economics to better understand our information-rich and complex institutions.
The report is part of Project Energy Code, a new research program developed by EcoAlign, which will provide an ongoing analysis of consumer behavior with regard to energy consumption and the environment from an approach grounded in social sciences.
A copy of the full report is available at no charge by visiting EcoAlign’s website at www.ecoalign.com.
Dr. L. Lynne Kiesling is a Senior Lecturer in the Department of Economics at Northwestern University, and in the Social Enterprise at Kellogg (SEEK) program in the Kellogg School of Management at Northwestern University.
EcoAlign is the foremost energy and environment marketing agency that aligns corporate and consumer behavior with the future of energy and environment via innovative marketing and communications strategies.
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