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Are you targeting the correct green consumers?

Traditional means of marketing by demographics simply will not work for green consumers, you need to be able to identify how they behave...
Danny Bradbury, BusinessGreen, 25 Jan 2008
Ethical consumer

Why do you market your company as ethical? Do you do it because you have to, or because you want to?

Some companies might do it as a form of self-preservation, because they are afraid of what customers will say if they don't. Other, more progressive firms may do it because they realise that there is an opportunity to target customers who feel strongly about the issue.

In the UK, the Co-Operative Bank's 2007 Ethical Consumerism report, published in November, showed that ethical spending in the UK had jumped by 81 per cent since 2002. At £29.7bn, the market is still relatively small compared to the annual consumer spend of over £600bn, but that presumably means that there is plenty more headroom for market growth. Meanwhile in the US, the Natural Marketing Institute (NMI), a market research firm that focuses exclusively on this area, classifies the whole target market under the banner of lifestyles of health and sustainability (LOHAS) – the sector is worth $209bn on that side of the pond.

Who is buying these ethical products and services, and how can companies reach these customers effectively? Trying to pigeonhole the green consumer by pointing to a single demographic was probably naive 20 years ago. Today, it would be extremely foolish.

Types of green consumer...
Analysts suggest that there is a slight demographic bias, but it is far from conclusive. In his November 2007 report In Search of Green Technology Consumers, Forrester analyst Christopher Mines found that the bright greens - a small contingency of serious green consumers representing 12 per cent of the US market - were likely to be primarily female and from slightly older age groups. Aside from the bright greens, the greens (those with a moderate interest in green issues) and browns (those who could not ca

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green segmentation lohas NMI Forrester green consumer