Is the back fence mightier than the front gate?

In consumerland could what is said over the back fence, literally or figuratively, have more influence in the green market than what is being conveyed by business?

Read Jacquelyn Ottman’s “Whom Do You Trust To Make Green Marketing Claims”?

She delves into what makes a green product credible – is it the standard or the belief system? Are non-profits more trustworthy than for-profit business? What about your neighbor or best online friend?

This addresses two of the same issues we are covering in Ecolutionary Selling, what is truth in green advertising and whose voice do you trust delivering that truth that makes it more plausible. It’s something we’ve been covering for years on the consumer side of things over on In Women We Trust as women turn to each other for products and advice.

Business can learn two things from this – start answering the questions in the most honest way and begin hiring sales reps who understand Social Media and all the back fence implications. Are they can kind of people that your customers would trust with your message?

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