Green Options

Hillary Bromberg offers, at Sustainable Life Media, an article titled: Ten Insights for Sustainable Brands in an Uncertain Economy. Since her advice is pretty good, I was tempted to just pass it along.

But, then I thought I might add a few insights of my own.

Many entrepreneurs I have worked with have insisted that everyone can benefit from using their product. While possibly true, I’ve always encouraged my clients to focus not on who could USE their product but, who would BUY their product … right now … today or in the very near future. Focusing most of the marketing time and money on those consumers results in immediate sales and the opportunity to spend more in the future to attract those perhaps more reluctant to purchase today.

Last week in my post, Which Organic Consumer Are You? , I wrote about a new report that can help green companies identify that “right now” consumer.

The Natural Marketing Institute just released their latest report on the state of the organic food industry … in other words … who’s going organic. It turns out more than half of us are buying organic foods at least sometimes.

For consumers, this report offers an opportunity for a little introspection. For green entrepreneurs it offers an important marketing tool – a chance to hone in on the right target market for your product.