HBR IdeaCast: Don't Bother with the Green Consumer

Companies that try to go both green and mainstream could be setting themselves up for failure. Green consumers want to solve the planet's needs before their own, but mainstream consumers care more about their personal needs. Steve Bishop explains how consumer behavior actually has a bigger impact than product design, but product design can influence behavior to encourage greener practices. For example, the instantaneous consumption guide on the Prius has helped drivers learn how to drive in a way that maximizes the gas mileage on their cars.

Featured Guest: Steve Bishop, global lead of Design for Sustainability at IDEO.

For more on green marketing:

• Only .05% of Green Marketing Claims Not False or Misleading
• Green Consumers? Forget About 'Em