The diffusion of green innovation

John Grant (quite rightfully) suggests that the challenge for sustainability marketing is not making normal ‘stuff’ seem green, yet making green ‘stuff’ seem normal. Why? Because innovation is the ultimate driver behind emissions reduction.

So what affects the rate of adoption of an innovation?

Relative Advantage: To what extent is the new product better than the one it is replacing? Green innovations need to have a genuine utility and use that exist beyond ‘green’.

Compatibility: It must take into consideration local values and customs of the adopters. Appealing to existing value systems such as love, honesty and respect.

Complexity: It can’t be too difficult for a consumer to use, or understand. This is why terms such as ‘eco’ just don’t work. Simplicity is key.

Divisibility: This refers to the ability of the consumer to give the innovation a test run before deciding whether to adopt it or not. Trying is also a great way to bridge the ‘awareness – action’ gap.

Communicability: This refers to the innovation’s propensity of being a solution to a consumer’s problem. So by all means, in the quest for credibility, forge the link between your innovation and the Climate Change problem. Yet real cut-through comes from becoming a part of the solution.

Are there any green innovations that tick all of the above? For instance, does a fuel economy message give a green innovation more relative advantage? Does experiential give green behaviour more divisibility? Can you think of any succesful green innovations that don't entertain the five variables above?