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Green as a CE Trend ? Lemon Scented Distraction
by Andrew McCaskey
In Search of Drivers, in Search of Trends
You might think that almost all of the 150,000 people or so who are converging on Las Vegas this week are in search of the latest and hottest products. There are over 2700 companies here. There are the tried and true incentives for press attention. And, most of all there is a search for unifying themes and trends that can be counted upon to bridge the depth of the current recession and insure the survival of companies and market segments, if not prosperity in the next 12 months.
Some things are not going away, regardless of the economy. The fragmentation of consumer content. The demand for devices that provide the consumer with media for consumption when, where, and how the consumer wants it. The demand for mobility, speed and bandwidth.
Unfortunately, taking a clue from other consumer sectors – it looks to me that the industry may be in danger of coming up with a distraction that holds about as much value as “Lemon Scented”.
The CEA itself says that 38 percent of CE customers are confused with “green” claims from CE manufacturers, and 65 % who were not born yesterday are convinced that some companies overstate their green claims to sell more products. Even those who want to believe – 59% want to know the specifics that make a product green.
If a consumer electronics company has a clear vision that rewards mobility, productivity, flexibility and increased connectivity, I think they have locked onto an underlying driver of value for their marketplace. If they offer redirection – Hey look there’s a rabbit – by punching the green button, as far as I’m concerned, they have only set a red flag.
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