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?
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.
By Jennifer Lance •
June 10, 2009
I’m a hugger. I hug my children; I hug my friends. Some cultures greet people with kisses on the cheek; some with handshakes.
Teenage culture across America is embracing the hug!
Hugging is not just for romantic relationships. According to the New York Times, teenagers have broken down hugs by type:
There is the basic friend hug, probably the most popular, and the bear hug, of course. But now there is also the bear claw, when a boy embraces a girl awkwardly with his elbows poking out.
There is the hug that starts with a high-five, then moves into a fist bump, followed by a slap on the back and an embrace.
There’s the shake and lean; the hug from behind; and, the newest addition, the triple — any combination of three girls and boys hugging at once.
By Jennifer Kaplan •
March 4, 2009
I never felt so trendy as when I received the email from Trendwatching.com containing their most recent briefing titled Eco-bounty.
Trendwatcher, Reinier Evers proclaimed:
While financial woes may hold back some green initiatives, the future has never looked greener. Mainly because creating a more sustainable economy is not an option, but a necessity. And we all know that necessity is the mother of invention. Which
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By Jennifer Kaplan •
September 3, 2008
Want to be on the cutting edge? According to Trendwatching.com its time to start leveraging the online into your offline promotions. The following five “Off-On” trends are hot:
- Online symbols turned objects: merging well-known digital visuals (from pixels to logos to black-and-white QR compositions) with physical objects such as outdoor fencing, to google-branded products only available to google toolbar subscribers (in Japan) to iconic “pixel” fabric to my personal favorite, the incredibly beautiful jewelry made from precious metals and ethernet plugs by Jana Brevick.
By mcmilker •
April 27, 2008
According to the report, Trends in Trademarks, applications for patents on trademarks, logos and taglines reached an all time high in 2007. And chief among the requests…those related to green business.
New filings with the U.S. Patent and Trademark Office in 2007 topped 300,00 beating the previous record of 289000 in 2000, driven in part by new marks for eco-friendly products. The word GREEN was the most popular vehicle for communicating environmental friendliness. Applications more than doubled in 2007, increasing from 1100 to over 2400.
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. 
