The light green consumer has more and more choice in the supermarket. And that is good news. Because the more green choices we make, the greater the impact. But the supply of light green products (5%) still lags behind demand (60%). And that is why we focus on the light green consumer with Marcel's Green Soap. Not to conquer the shelf, but to change it.
How green are you?
We distinguish three types of consumers: dark green, light green and gray. The dark green consumer is concerned with the environment 24/7 and is willing to make concessions. The impact on the environment is considered in every decision she makes. About ten percent of our population consists of dark green consumers. Not every consumer is able or willing to go this far, for example because dark green products are too expensive or do not offer a full-fledged alternative. But this consumer, about sixty percent of our population, understands that we need to take better care of the world. We call this the light green consumer. She will not immediately become a vegetarian, but she will eat less meat. She showers for less time, shops consciously and, if it is not raining too hard, she takes the bike instead of the car. In short: the light green consumer is willing to make more sustainable choices, but not at any price. Literal. Because we do want to drive electric, but it must be affordable. The light green consumer does not want to make concessions in other areas either. A recycled bottle with vegan soap is of course very green, but it also has to clean well, smell good and look a bit nice.“Not every consumer is able or willing to go that far, but they do recognize that we need to take better care of the world.”
Then there is the gray consumer. This consumer has little concern for the environment and/or is simply unwilling or unable to make concessions. Even though this gray group only makes up about thirty percent of the population, supermarket shelves are filled with gray products for more than ninety percent. The remaining only ten percent is filled with green products – five percent light green, five percent dark green. And that is exactly where Marcel's green mission comes into play.
Step by step towards a greener shelf
Until a few years ago, as a light green consumer you had little choice at the supermarket shelf: an affordable 'grey' product or an expensive but environmentally friendly 'dark green' alternative. Then gray and cheap. There was a willingness to make greener choices, but without having to make too many concessions. Marcel saw his opportunities there. And then, initially, especially in the cleaning department. He developed a dishwashing liquid, hand soap and all-purpose cleaner in four tasty scents, had his daughters test it, set up a stall in the supermarket and lo and behold: the first chapter of Marcel's Green Soap was written.The range now consists of 52 products, in nine different categories. In addition to cleaning products, Marcel's Green Soap also has care products. All ecological, smelling nice and good for your home, skin and hair. And so we conquer, or rather: change the supermarket shelf step by step. Not to make as much profit as possible, but to increase the impact. Because the shelves need to be greener, not just the cleaning shelves.
“Because the shelves need to be greener, not just the cleaning shelves.”
In addition to Marcel's Green Soap, Driehoek is also part of our brand range. This well-known green soap in yellow-green packaging has traditionally appealed to the light green consumer. Initially mainly because it is a powerful, effective soap at an affordable price, but also because it does not contain any harmful substances. Because Marcel believes that this brand fits well with the current wishes of consumers, he acquired it from Unilever in 2017.
Marcel's green mission
Despite the fact that sixty percent of our population asks for light green products, the supply in the supermarket is only five percent. We think it's a shame, because that is precisely where so much benefit can be achieved in the field of sustainability. Fortunately, the supply has increased in recent years. Brands such as Clipper tea, Oatly and De Vegetarische Slager contribute to the 'greening' of the shelf. These brands and the growing range of organic (private label) products make it attractive for consumers to make sustainable choices without having to pay too much for them.Since the creation of Marcel's Green Soap at the end of 2015, we have focused on the light green consumer. Our products have been developed in such a way that the consumer does not have to make any or hardly any concessions. Of course, all our products are environmentally friendly first and foremost: 100% vegan, almost completely biodegradable and packaged in recycled plastic or plastic-free packaging. But other than that, they really clean well, they smell wonderful – if we say so ourselves – and they are also very affordable. In this way we want to offer an accessible product that allows light green consumers to make greener choices more often. And if all goes well, we can also immediately entice gray consumers to buy a light green product. By keeping our products accessible, we believe we can make the most impact. Marcel's mission is not to 'conquer' the shelf with his own products, but to make the shelf greener. Whether with Marcel's Green Soap or with other environmentally friendly (house) brands.
“Fortunately, light green consumers have had more and more choices at the supermarket shelf in recent years.”
And that is precisely why Marcel encourages other brands to become part of the 'Feel Good Cleaning' movement. With the common goal of making the market greener by looking for environmentally friendly alternatives. Marcel is an open book in this regard, or 'open source' as he puts it. He shares his experience and knowledge about making products more sustainable with anyone who wants to hear it. In the hope that brands will copy and follow him so that sixty percent of our population will have more and more choice in the supermarket.
Every step is one
But how do you reach the light green consumer? How do you take her step by step to an even greener lifestyle? And how do you ensure that the gray consumer also makes the step to green? Of course, every consumer has different purchasing considerations, but you can't make it with just a sustainable product. The eye – and in our case: the nose – also wants something. A product must look attractive, work well and smell or feel nice. And all for an affordable price.When we develop a new product at Marcel's Green Soap, we always look for a good balance between sustainability, affordability, quality and attractiveness. We do not shout that the world will end if you do not use sustainable hand soap, but we do encourage consumers to make greener choices. Because every step is one. And then we also have 'our' Marcel. As a positive figurehead of the brand, he shows that he stands behind the products. That gives consumers confidence. Did you know that Marcel regularly answers the phone himself when you call Marcel's Green Soap customer service? This way he stays involved and knows what is going on with consumers.
“We always look for a good balance between sustainability, affordability, quality and attractiveness.”
By gradually expanding the product range, we hope to continue to involve the light green consumer in our green mission. Because we work with a small team and largely produce in the Netherlands, we can act quickly and respond immediately to demand. For example, we recently developed the first palm oil-free detergent in the Netherlands. This makes it possible for the light green consumer to also do green washing!
