82% of consumers have good green intentions, but only 16% are dedicated to fulfilling these intentions. This puts 66% in what is called the ‘Middle Green’, a group that is neither environment crusaders nor anti-greens. Nudging this group needs more than facts and figures. The key is to see things their way.
Tag: Toyota Prius
Winning Cleantech by Design
Being able to get across a green product’s essence to consumers and investors is a key that can turn it from a fringe interest to mass market success. Design can connect consumers with a cleantech product’s functions, values, and green character better than words can. This article shows the key role design played in the success of Toyota Prius, Nest thermostat, compact fluorescent lamps and other cleantech products.