By Paul Smith •
April 23, 2009
Some people feel that advertising is garbage. London based Curb advertises with garbage. And sea water. And snow.
Calling themselves “The Natural Media Company,” Curb create advertising based on natural elements, the most recent being for the London Aquarium utilizing “sea tagging,” which is using sea water and a stencil to create temporary ads on the sidewalk. Sea water evaporates more slowly then water, but being a completely natural substance, no permit is needed to do it.
Another water based innovation [...]
By mcmilker •
October 7, 2008
Environmental Leader published an article today, Fast-Moving Eco-Friendly Consumer Goods Appeal to Many, noting the rapid increase in consumers purchasing organic and personal care products, natural foods and beverages. According to the report, over 1/3 of all consumers purchase goods in these categories. This makes it the fastest growing category of green products.
This makes sense.
In my previous posts here and here, I’ve talked about how important it is to realize that there are different segments in the green market. These consumers are driven to purchase green and eco friendly products for different reasons.
The Naturalites, a good 25% of the population are primarily concerned about personal health and wellness, and use many natural products; would like to do more to protect the environment. They are, of course the prime target for organic and natural food, beverages and personal care items. Throw in some of the LOHAS consumers (16% of the population) and some Conventionals (23%) and it adds up to one third of the market.
Sounds good for ecopreneurs in these categories…
But, while reading this cheery news, I happened to notice that this data comes from the 2007 Natural Marketing Institute’s, 2007 LOHAS Consumer Trends Database. Will this trend hold up in 2008?
As consumers cut back during this recession, I wonder how this trend will play out.
In general, consumers cut back and trade down in a recession, which could be good for some products and bad for others.
By mcmilker •
April 14, 2008
Watching the news and reading the popular press you’d think that the interest in organic products is so high that simply making your idea for a new product a reality ensures success. Not so fast.
One of the biggest fallacies in popular folklore is:
“Make a better mousetrap and the world will beat a path to your door.”
In reality, over 90% of businesses fail within the first five years, even the ones with really great ideas. Good execution beats originality any day. And good execution requires good solid market information.
With organic products so hot many a natural product manufacturer or organic food processor has found initial success came easy. As the field matures however, competitors enter the market and bigger retailers show interest in the product. Both require a fledgling company to be prepared with data and selling points.
