Is that time of the year.

A multitude of kids are flocking the stores to dive in one of the most lucrative shopping spree of the year (from a retail perspective). It’s back to school time, that means that from laptops to apparel to mattresses marketers are trying to get the attention of overwhelmed moms looking, more than ever this year, to spend wisely their pennies.

But apparently is big time Back to School at UCLA as well, as the newly announced first Certificate in Global Sustainability at the Extension starting this Fall has received an unprecedented enrollment and maxed out the first class. The certificate still needs to be officially presented at UCLA Open House on September 15th, but it seems definitely off to a good start.

The certificate requires three core courses on the Principles of Sustainability that cover the environmental, economic and social dimension. Building on this foundations students may choose one of four concentrations in: Design, Business Strategy, Environmental Law and Policy and Energy and Technology.

The early positive response of this Certificate is a sign that education and particularly Continuing Education will play a key role in the cultural shift toward a more sustainable lifestyle and business approach and, given the broad appeal of the certificate, that there is at different level for more content and education on the matter.

Green Marketing Strategies is part of the Business Strategy concentration and already in its third session will be offered again this Fall.

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“75% of people that buy a hybrid, does it for economic reasons, not environmental”. I often cite this finding of a J.P. Power and Associates survey that helps me make the point that sustainability per se’ is not sufficient to win people’s heart and influence behavior if it doesn’t respond first to very personal needs (Like saving money on gas!!).

Today I would like to focus the attention on the remaining 25%. Who are they? Why are they driving a Prius?

Amazing enough, they are not the hard core LOHAS enthusiasts, they would be driving an old Mercedes, filling their tank at the Mc Donald around the corner.

Not surprisingly, they are not some weirdos fascinated by the estethic of the Prius.

They are those CEOs and VPs that decided that in a time where everybody else is counting pennys, showing up with a Maserati or a brand new Lamborghini, just because they still could,  simply isn’t cool anymore. And probably it isn’t, parking your brand new F149 after you just signed off on a massive lay-off…after all, isn’t luxury all about image?

Celebrities spotted driving their new Mini E to the Farmers Market wearing vintage outfits.

Frugality is the new mantra, and the “in-crowd” is now showing signs of sobriety and self-imposed rigor. Luxury has become a “dirty” word with the recession, leaving the spot light to “conscious spending” or “sober living“.

And because most of the time these people are the influencers, the opinion leaders, the ones that folks emulate and look up to, their behavioral shift is helping the masses accept and normalize sustainable practices.

America is discovering that the new luxury is spending time with family and friends, collect memories that will last longer than a 401K and develop real connections.

So what is next for luxury brands?

Don’t get me wrong, people will still look for aspirational appeal in the things they buy, they are just shifting aspirations and ask for more inspiration.

People don’t want to buy just a watch, they want to buy a piece of immortality, that will stay in their families for generations to come. They don’t want to buy just a table, they want to buy the story behind it and the vision of the many dinners with family and friends around the centerpiece of the house. They want to learn about the hands that built it and feel good about the fact that their purchase will help feed those hands.

“The concept of luxury needs to go back to what it used to be about: discretion and elegance, not bling bling.   Luxury is about quality, refinement, innovation and not about price.” Karl Lagerfeld

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In the first of a series of articles dedicated to Re-framing the Green Consumers we assessed how in order to make ‘green’ meaningful to our consumers we have to make it ‘personal’.

So here it goes the question: what is personal for the consumers?

In a recent survey we found that the number one sustainability issue for North America is: “Feeling closer to family and friends.” That says something about the need to educate America on what sustainability really means and it is probably another reason why Facebook has today over 150,000,000 active users. The need to connect and to communicate is definitely a key driver in North America.

The word ‘closer’ in itself shows a sense of dissatisfaction relative to  the time people can spend with family and friends.

Another important driver is the improvement of the individual quality of life. From healthier solutions to more adequate wages, this is What is personal to our consumers.

From a marketing perspective we need to frame our efforts looking at how sustainability can allow consumers to achieve ‘personal’ goals, (e.g: Save money and or time, Easier to use, Healthier) then we will have a captive audience.

It’s important to remember that not all consumers are the same, once we move from the concept of Green Consumers to How to Green the Consumers then the old same rules of marketing apply: Know your target, Know it well!

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It is interesting to see how during though economic times not just our wallet changes to adapt to the situation, but apparently so does our vocabulary.

The most used words from advertising to news articles to bumper stickers are: Recession, Stimulus, Bail Out, Foreclosure, Incentives. Not that we didn’t know these words before, it’s just that we didn’t use them as often. especially not in the same sentence, like now. Now that consumers’ loyalty is bought in exchange of a month of bills paid or the chance to win gallons of gas.

The message is clear: the financial crisis has arrived and is affecting everybody, and while Governments are elaborating solutions to get us out of this mess as quick as possible, we are left to figure out how to balance our choices in order to maintain our quality of life.

Bottom line is the quality of life. Recession or not, we still want to have fun, laugh at times, entertain ourselves, spend time with our family and friends. These things will never change.

For us marketers, the question is: Where are people going to choose to spend their money to maintain their quality of life? Or, how can we offer consumers a good quality of life during these though economic times?

Looking at past recessions,  after a while consumers got tired of being reminded of how less disposable income they had, or being terrorized about the increasing line to collect unemployment. They started to look for diversion and distraction.

So I believe that companies that will invest in programs that will allow consumers to enjoy their life, lighten their hearts and improve their quality of life, will win their devotion.

Corporate sponsorships of cultural or artistic productions that allow consumers to enjoy them free or at fairly low prices; contests that offer the chance to win a family trip somewhere that  otherwise could not be afforded, these are the things we should look at.

After all, this is the meaning of Sustainability: Improving quality of life for the current generations and the ones to come. If we don’t take care of the current generations, there is no hope for the ones to come.

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As disposable income decreases, consumers are increasingly become more conservative with their spending, and try more than ever to get the most bang for their buck. They also want to deposit their money with companies they trust, think will be around for a while, and share their values.

Sustainability may actually be the best defense against market volatility during uncertain economic times.

A recent A.T. Kearney analysis reveals that during the recent economic slowdown, companies that show a “true” commitment to sustainability appear to outperform industry peers.

Companies with a history in green innovation have reaped the most benefits. Those who continue to make meaningful investments will continue to prosper, both in terms of business results achieved and public perception.

Sustainability is the answer also when it comes to how companies can save money. In many ways, “being green” or sustainable business is smart business that focuses on efficiencies in energy, waste, and processes. Efficiency equals cost savings.

Sustainable practices are also a good way to retain employees, that feel more connected and able to make a difference on a bigger scale through the company they work for. TNT created the Planet Me challenge that involves the whole company worldwide and their employees. Toyota is asking its costumers to share their ideas about sustainability with its new campaign WHY NOT. Clorox Green Works leader in the market one year after launch.

Despite the economic recessions consumers will continue to make purchasing decisions, sustainability and CRS programs could very much be the ones that will impact their choices.

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Unemployment is at the highest rate in 14 years and it only looks like layoffs will increase as the economy worsens. The bottom-line is that budgets are being squeezed everywhere, including the public, private, and NGO sector. Non-profits are also feeling the pinch as philanthropic giving has dried up with the market in the tank.

During troubling times like this, many people go back to school to set themselves apart or after being laid off enter a new degree program to retrain themselves.

Even in this case sustainability seems to be the answer. In fact as the economy falls, the green one raises. In many ways, “being green” or sustainable business is smart business that focuses on efficiencies in energy, waste, and processes. Taking time to educate yourself and learn more about Sustainability and how to market Green could prove to be your best career move at this point.

Enrolling in online classes is an affordable and convenient way to get this done quickly. UCI will be offering the first online Green Marketing class this coming January. Completely online. You can even earn certification with the online Sustainability Leadership program.

For the Angelinos UCLA Extension will start in the Fall Quarter an on campus Green Marketing class. A great networking opportunity as well.

Learn as much as you can and remember to update new job abilities on your resume.

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Change the way you think, then change they way they act.

9 in 10 Americans say they are a “Conscious Consumer” and that they are concerned about the environment, but very often, aspiration doesn’t transform in shopping behavior.

Our agency is often approached with questions about “The Green Consumer” – Who is she? How do we reach him? What sites do they visit online?

The common belief is that The Green Consumer is part of a restricted number of people that belong to a movement rather than a movement (like global warming) that belongs to all of us.

So here’s my answer – every consumer is The Green Consumer.

They may just not know it yet. Every consumer can be prompted to make changes to help the climate crisis, to buy your product or donate to your non-profit. The key is where, when and how to approach them. So the question is not so much WHO is The Green Consumer, but rather, HOW do we Green The Consumer.

Here’s my answer – you must make your message personal.

Examples of successfully personalizing green include the Toyota Prius. According to a recent study from J.D Power & Associates “75% of people that buy hybrids do it for economic reasons, not environmental.”

Studies show that the top eco-friendly priority for consumers are  energy-efficient appliances. Why? Because energy-efficiency means saving money. Another case where personal successfully married environmental.

It is possible to induce eco-friendly consumer behavior when personal incentives meet environmental benefits. This is the task that companies and marketers are facing today. The need to extend the brand’s appeal beyond the deep “green” borders is an imperative.  While tomorrow, environmental responsibility may be a threshold to compete and not an added value, we must be realistic about what drives consumer behavior today in order to stop looking for The Green Consumer and start Greening The Consumer.

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