Let’s face it — people are starting to burn out on all the “going green” talk, especially from the brands that aren’t putting their money where their mouth is. Confused by a whole new green vocabulary and fed up with being told what to do (or more often, what not to do) consumers are quickly becoming eco-fatigued. But in this economic climate where consumers are making a lot more decisions by the numbers, there is a unique opportunity for the brands that allow people to calculate their impact on the environment and their pocketbook at the same time. Trendwatching coined the term “eco-metering” which can be defined as calculating, counting and comparing people’s environmental impact. And by making it more fun, sharable, tangible, and, erm, “eco”-nomical, people might find it a whole lot easier being green.

Eco-metering, however, shouldn’t been seen as just a measuring tool, but as a compelling way for brands to express their green efforts. It can trigger people’s energies and resource-saving impulses, while helping to address the uncertainty of individual actions making a difference. Eco-metering allows marketing to provide value, turning just another green product into one that people actually believe in. The upside is that consumers are more willing to buy them, even with the economic uncertainty, and they’re seen as more innovative, trustworthy and socially responsible.

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If you have any questions, comments, or suggestions please email either Frank Striefler (frank@mediaartslab.com) or Erik Hanson (erik@mediaartslab.com).