It's the "guilt" line according to a focus group conducted by Shelton Group.
Concerned Moms are most motivated by their kids, but there’s a line that marketers should NOT cross. That would be the Line of Guilt. Positive messaging about future generations worked really well. Guilt messaging – such as “you’d better change your ways today or else your kids and grandkids will pay the price” — really fell flat. It insulted them. A representative comment to one such ad: “I’ve bent over for my kids… How dare they tell me I haven’t done enough?”
What else can you do to ring the green bell of action? Concerned Moms liked "facts delivered directly" — regular people giving real tips are what registered the best. Protecting the jobs/family and future generations also resonated well as long as it didn't cross the guilt line.
The best part, the green market rose 41% from 2004 to 2009. Does that mean that more people want to buy green products or that more green products are simply more available to buy. Go here for the full article.
This all is terrific news for Wal Mart who announced their push for buying local and organic food. That's something that everyone can live with.