USA Today recently ran an article highlighting the tactics retailers are using to get consumers to open up their pocketbooks. Stores around the country are emphasizing value, prices, and green practices in an effort to entice (or entrap?) shoppers.

Companies are appealing to the collective conscientiousness of the consumer by showcasing local ownership, sustainable products, and organic produce. While these are all positive attributes, sometimes it feels as though retailers are pandering to the consumer, branding themselves to be an eco-friendly organization rather than a for-profit business.  

As someone who comes from a quasi-marketing background, I tend to be a bit critical of advertising campaigns. Let’s not forget, the purpose of advertisiments is to sell, sell, sell.

So, when I read that retailers are changing their selling tactics in order to appeal to consumer attitudes, it tells me that their green practices are less about being environmentally friendly and more about selling the product. When I add to this the fact that retailers are employing these tactics among reports that consumer spending is down, it makes me wonder if retailers are attempting to declare a war against frugality.

Then again, consumer spending is still necessary to drive forward our economy. If this offers an incentive for companies to clean up their practices and start thinking green(er), all the better for all parties involved.

More room in the marketplace for green products and practices is Sweet, but luring consumers to spend more money seems a little Bitter to me.

This entry was posted on Tuesday, February 3rd, 2009 at 5:05 am and is filed under Bitter/Sweet. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.