Scott Cooney writes on Triple Pundit about ecopsychology…the correlation between sustainable lifestyle choices and happiness (which seem to focus, in this particular article, on how much happier Germans are than Americans, even though Americans earn and consume so much more. But Germans have a lot more time off work, and presumably spend some of that time getting close to nature.
While he doesn’t exactly connect the dots–in fact, relying on the reader to make some rather big leaps in assumptions–there is a key takeaway here: that beyond the feel-good aspect of doing what’s right for the earth, sustainable lifestyles also offer inherent psychological benefits, because being outside in a clean and well-functioning environment reduces stress, increases feel-good hormones, etc.
And the implication for marketers–and this, I think, is extremely important–is that when marketing a Green product, you should have some hooks not only about saving the world, but about the better mental state that results in doing what’s right for your soul and your psyche, as well as the earth. I bet some very powerful campaigns could be shaped around this message.
For more on marketing Green,I recommend my award-winning sixth book, Principled Profit: Marketing That Puts People First. It includes profiles of people like Amory Lovins and some unique, holistic ways of looking at Green issues in the marketing world.