Green Options » green trend

Targeting the “Green” Consumer

Heidi Tolliver-Nigro — Tue, 30 Jun 2009 14:50:51 +0000

Yesterday, I blogged about the reasons marketers are choosing “green” as a marketing strategy. But for companies that pursue this strategy, it becomes clear pretty quickly that just marketing a green product isn’t enough. The company has to be sincere in its own commitment to environmental sustainability and show genuine sensitivity to the needs and concerns of its customer base. This has to be more than lip service. It’s got to be the real deal.

So who are these green consumers (or LOHAS or lifestyles of health and sustainability consumers) and what are some of their demographics and psychographics that will help marketers to relate to them effectively? Collette Chandler of Keyboard Culture (Green Marketing), describes them this way:

Leading-edge thinkers
Higher-than-average education
Average incomes (this may be a surprise to many who thought their incomes would be higher, but it’s no surprise to people with PhDs!)
Among the least price sensitive consumers
Expect good value (they expect green products to perform equal to or even better than equivalent non-green products)
Extremely brand loyal
Tend to write blogs
Influence others, particularly their family and friends
Early adopters
Influenced by brand image

What drives LOHAS consumers to make the purchases they do?

Green Marketing: What’s All the Fuss?

Heidi Tolliver-Nigro — Mon, 29 Jun 2009 12:52:30 +0000

What’s all the fuss about green marketing? It’s more than just another hook to get people to buy products. It’s about the types of people who purchase green products. They have higher than average incomes, they are willing to pay up to 20% more for products and services (according to Collette Chandler, an author and consultant specializing in green marketing), and they are extremely brand loyal. It’s a marketer’s dream.

It’s no wonder that companies are targeting this marketplace.

Jeff Korhan, Green Industry Speaker, Relates Today’s Green Trend to the PC Revolution of the 80s

Brenda Keener — Wed, 03 Dec 2008 06:03:37 +0000

Video blogger Jeff Korhan, in his “Black Friday” video blog, had an interesting perspective on the new green trends. It is hard to remember when PCs were “new and different”, but Jeff reminds us of when people didn’t quite trust them yet, and still used a typewriter when it absolutely had to be done right.

Likewise, the masses see the greening of America, but don’t yet trust that this is a trend here to stay. According to Korhan, there are two things that can happen that could give our current green trend a huge push forward. One is a serious event, such as a severe water shortage or other environmental disaster. The other is for all of us dedicated to the preservation of the earth to join together and form a grassroots effort to educate others.

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Yes, there IS hope for your SUV driving, energy wasting neighbor!