“Marketing Extraordinaire” Jen On Green Living, Whole Truths, And Winning

The internet is full of tips to make going green the easiest, most enjoyable, most socially responsible thing you’ll ever do. So why hasn’t everyone done it already? Jen has been all over the news lately, shedding light on the new consumer pattern of “greenish,” a more manageable version of the decidedly virtuous and increasingly attainable green lifestyle.

In an interview for Green Prophet, Jen notes that the pattern of “greenish” behavior on part of the consumer is a result of perception, availability, and cost. From her interview:

You note that one of the solutions is to become “greenish.” Can you explain this to our readers?

I wouldn’t say being Green-ish is a solution but rather that it is an inevitable truth for real women living in a real world.  Women want to do the right thing by their families and their environment but have to make daily compromises because of their financial resources.  Green products generally cost more so women will prioritize the areas in her life where they are the most important.

What, in your opinion, is so hard about going “green”? Is this a marketing failure? A government failure to provide adequate resources to make smarter choices, or is this good ol’ fashioned laziness?

I think it comes down to cost and quality.  Do organic cleansers work as well as the ones filled with chemicals? Not usually.  And even if they did Americans have been trained to associate the smell of products like bleach with cleanliness and with the absence of that sensory signal they doubt the efficacy of their green cleaners.

To read the rest of Jen’s interview at Green Prophet, CLICK HERE.

To read about why being greenish is a worthy goal, CLICK HERE.

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Junior High DejaVu

In today’s email I received video footage  from a recent conference sponsored by Girls Inc regarding young women’s stress issues.  A panel featuring author Jessica Weiner, designer Dana Buchman, Ogilvy & Mather Worldwide chair Shelly Lazarus, Glamour editor-in-chief Cindi Leive and health expert/radio host Dr. Jennifer Wider weighed in with answers to what stressed them out as young girls. Interestingly, nearly all harkened back to 7th grade where the compulsion to fit in was at its height.

“From a very young age, I wanted to be liked,” said Jessica Weiner, “to please, to have the perfect body, the perfect grades.” This desire to fit in is the hallmark of Approval Seeking, a behavior that sticks with women way past their youth. Funny enough, just an hour ago, I was interviewed by Kathleen Hays of The Hays Advantage on Bloomberg Radio and she said that our identified motivator of Approval Seeking reminded her of “junior high.” Exactly right, except that it sticks. But when consumers resort to it as a crutch for giving the ‘right answer’, and marketers succumb to believing it because it’s the answer that they want to hear, the result is a kind of double jeopardy.

Another interesting element of the piece related to the book, (Yes, “What She’s Not Telling You” our NEW BOOK which is out today…just click on the right and order now!) was their revelation of the origins of the Half Truth motivator: Ego Protection. Shelly Lazarus recalled that even though she was good at math, she underplayed it and went to after-school remedial classes to appear cool, as did Cindi Leive who purposely sabotaged a test to get a lower, ‘cooler’ score.

The reason that Half Truths are hard to break is that they are long held and deeply felt, often nurtured for good or bad, at an early age. Detecting them takes skills that can crack the code. (Yes, they’re in the book!)

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May 23, 2024
by Mary Lou Quinlan

A look at an early production of WORK


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The God Box Goes Global!

“The God Box” has grown to include an app, audio book, philanthropic venture and solo show performed by Mary Lou across the US. Now The God Box Project goes global to the Edinburgh Festival Fringe.
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