Whole Foods is one thing, but. . .
Anita Sharpe on Business
are there enough people who care enough about environmentally-friendly products and 'doing the right thing' to support a gigantic industry going whole-hog down that road?
A New York Times columnist is suggesting that Ford or General Motors stop grinding out 'well-made but ho-hum vehicles' and instead convert to all-hybrid, all the time.
From a marketing perspective, you're in heaven. To the environmentally conscious, you sell the prospect of saving the earth even as you appeal to the class vanity of affluent customers who might otherwise never dream of buying an American car. Are there many of these people? You may be surprised. As a proxy, consider the number of National Public Radio listeners: 26 million. Your motto with this crowd is simple: 'Do the right thing.'
But the beauty of your venture is that it can also appeal to meat-eating S.U.V. owners. To them, you sell self-sufficiency, patriotism and the war on terror - the satisfaction of telling foreign oil producers to take their oil and drown in it. And your motto can still be 'Do the right thing.'