When we hear, time and time again, “Future generations depend on us conserving energy today,” few people will take exception. It’s a wonderful thought. But who will truly embrace this message the most and feel compelled to act on it?

Women.

According to research conducted by Better Homes and Gardens, “women are significantly more likely to spend more and use more environmentally friendly products. The December 2008 study found that 72% of female survey respondents changed their light bulbs to CFLs, 59% claim to have used less water for their daily activities (showering, washing dishes etc.) and 75% recycled. Among men, the numbers were lower, at 65%, 53% and 70%, respectively.”

So what does that mean for us in the business of marketing to women?  We should start with the fact that so much has been written about how women and men react differently to messaging. Research has proven that the emotional connection women can have with their families far exceeds that of a man. This is not a put down of men. Men love their families. But they live more in the here and now. Women project. Their family is not just who surrounds them in their home today. They have feelings for the future family of theirs; those who will be grandchildren, great-grandchildren and beyond.

How does this relate to “green”?  Well, we would argue (and BH&G’s research supports) that women are receptive to being asked to reduce their carbon footprint.  We also would add that, in part, it’s because their future family will inherit that footprint.  Creating ads, etc., that resonate with women on emotional level with green messaging is something we do every day at Hoffman York—for example here is an ad we did recently for our Focus on Energy client.  It talks to the benefits of asking builders for a more environmentally responsible home and does so in the ways I mentioned above—the emotional connection to the family and its well-being.

Research has also proven that the messaging you create for women (if done right) appeals to men. While the messaging created for women (if done right) appeals to women …and also appeals to men.

The thought of a “greener legacy” is something women will embrace and act on. So why just women? Why not men, too?

Tom Jordan is the Chief Creative Officer at Hoffman York in Milwaukee/Chicago.  He has authored many books, his most recent being “Re-render the gender. Why the vast majority of advertising is not connecting with women…and what we can do about it.” rerendergender.wordpress#1D5593. Tom can be reached at tjordan@hyc.com or on twitter @tjj3.

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