With an audience of more than 6 million users visiting Yahoo’s homepage each month, you could say the company knows a thing or two about what’s drawing people’s attention these days. Erin Carlson, director of Yahoo's social responsibility department, took Sustainable Brands '08 attendees through some of the big lessons – and they contained some big surprises.

“Our goal is to use our unique core assets to make the world a better place,” said Erin Carlson, director of Yahoo's social responsibility department, told a packed auditorium. Specifically, “We want to inspire consumers to make the world a better place by using our products and services.”

A lot of inspiration for that effort comes from Yahoo customers. Two years ago, for example, Yahoo Autos launched an online poll asking whether consumers were considering purchasing an alternative fuel vehicle in the next year. A stunning 60% said yes, and the smart folks at Yahoo spotted a major opportunity to serve a consumer need. Enter the Yahoo Autos Green Center.

Yahoo has since launched green centers on a number of its content channels, from finance to shopping. “In addition to the so-called ‘green consumers,’ there are also a lot of people who may not be seeking out the green alternatives but express curiosity and interest when they’re offered new ways to be more environmentally responsible,” Carlson explained.

Last year, the company launched Yahoo Green – a new content channel focusing on “actionable, practical tips for conscious consumers.”

You can bet Yahoo is tracking all that web traffic, too, and as Carlson modestly put it, “we have a pretty good finger on the pulse of what consumers are interested in when it comes to green messaging.” Here are some of the surprising things Yahoo has learned about what works – and what doesn’t – when it comes to getting consumers’ clicking through on green:

• Consumers don’t want doom and gloom. They want to hear about optimistic innovations – to hear about what’s possible. For example, a story on an air-powered car proved a powerful draw.
• There’s a lot of skepticism about celebrities’ green endorsements. “People want to know if there’s been a back-room deal signed to promote that star’s image,” Carlson said. “Green and celebrities are not necessarily a good match.” Imagery of real people making a difference is much more effective.
• Consumers love surprises. Some of last year’s biggest clickthroughs? An article about a woman who lives in an 84-square-foot house, and a feature on the Pope adding environmental degradation to list of sins. “People want to be able to drop these tidbits at the next cocktail party,” said Carlson.
• What’s in it for me? Consumers are interested in new gadgets that save money and products that offer health benefits.
• There’s a shift from awareness to action. Top-searched environmental term in 2006? “Climate change.” Top-searched in 2007? “Recycling.”

Carlson’s advice to online marketers? Piggyback green promos on traditionally high-interest categories (remember all those consumers that are curious about green products and services, but only if they’re served up on a platter). For example, Yahoo’s holiday gift guide last year featured a green product alongside the latest hot gadgets and toys – and traffic on those products went through the roof.

For more research, practical lessons, and key takeaways from Sustainable Brands '08, click here!