Study Identifies 4 Types of Green Consumers; 1 Group Most Likely to Respond to Green Marketing
Green consumers mean big business, an estimated 500 billion dollars in 2008. But according to a recent study released by Experian Local Market Services, only a small segment of green consumers, known as behavioral greens, are likely to spend the extra cash on environmentally-friendly products and services. Before marketers and advertisers fully invest in the trend to be green, they need to know how to reach these new green consumers in national and local markets. Free download: www.smrb.com/greenmarketing.
New York (PRWEB) November 27, 2007 -- Green consumers mean big business, an estimated 500 billion dollars in 2008. But according to a recent study released by Experian Local Market Services, only a small segment of green consumers, known as behavioral greens, are likely to spend the extra cash on environmentally-friendly products and services. Before marketers and advertisers fully invest in the trend to be green, they need to know how to reach these new green consumers in national and local markets.
Find out where the greenest-to-brownest consumers reside. Download free consumer profile map from Experian Research Services: www.smrb.com/greenmarketing.
Chris Wilson, president of Experian Research Services, explains that mass marketing may not be the best option for companies that want to reach green consumers in local markets. "Marketers and advertisers will need a targeted strategy to engage green consumers," explained Wilson. "For example, not all media markets contain 'behavioral greens' and some markets have a higher concentration over others. The greenest markets are unique in their media and purchasing behaviors and are 33 percent more likely to avoid watching television commercials and are 40 percent more likely to shop online than before," said Wilson.
In contrast to behavioral greens, the study suggests that potential greens and true browns aren't as inclined to respond to green marketing and invest in environmentally-safe products and services, browns being the least receptive. Hear Angelika Kaprelian, product manager of Experian Research Services, describe these different segments: http://www.youtube.com/watch?v=lNuZ_Jx_Glk
| | - Behavioral Greens: Consumers who think and act green. They have negative attitudes towards products that pollute the environment and incorporate green practices on a regular basis.
- Think Greens: Consumers who think like green consumers but don't always necessarily act green.
- Potential Greens: Consumers who don't behave or think along environmentally conscious lines but remain on the fence about key green issues.
- True Browns: Consumers who aren't environmentally conscious and may actually have negative attitudes towards media with a heavy environmental focus.
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Experian Research Services' study further illustrates that potential green consumers are declining and are likely migrating into the true brown or greener categories. Watch Angelika Kaprelian, product manager of Experian Research Services, give tips on how businesses can market to green consumers: http://www.youtube.com/watch?v=jBF60vjTLn8
There is a real opportunity for companies to engage green consumers. During a presentation made by Irene Stillings, Executive Director for the California Center for Sustainable Energy, an Institute of Grocery Distribution (IGD) survey found that 15 percent of consumers can't find [ethical products on the shelf in [their supermarket and 14 percent of consumers do not have ethical products available at [their retailer. The consumers who will most impact the bottom line of companies going green are those that consciously choose to purchase from greener companies and others who are willing to go out of their way to purchase green products.
A September 10, 2007 article in BtoB Magazine explained that as more companies join the green movement, the products and services they provide will help convert those consumers who may only be thinking green but not acting green. Moreover, ECOMALL, a website dedicated to helping save the Earth, stated that organizations proactively extending their range of products or services to cater to this growing segment often find they can reach new prospects, often a more affluent segment of shoppers, and generate higher profit margins in addition to added revenue.
Wilson added that the increased importance of being able to identify those consumers who are willing to either pay more or expend more effort in keeping their buying behavior consistent with their green attitudes creates a huge demand for more granular segmentation and targeting. "Which consumers are only thinking green? Which consumers are actually acting green? Who will be the most receptive audience for a green message or a new greener product or service?" asked Wilson.
Earlier this month, Experian Research Services announced its new segmentation marketing system called GreenAware™ to address green marketing opportunities. It uses key environmentally-relevant measurements in Simmons' National Consumer Study identifying the four distinct groups and offers profiles about their lifestyle, media and buying behaviors.
GreenAware's development was based on consumer survey responses in the National Consumer Study. Thousands of variables, including questions targeted toward environmental concerns and issues, as well as consumer buying decisions, were utilized in creating the segmentation. The depth and breadth of data used in the development of GreenAware comes together to create a more robust and accurate marketing and attitudinal picture of consumers related to the "green" trend.
Experian Local Market Services delivers twice as many markets, three times the consumer data (60,000 data variables) and sample sizes five times larger than competitive offerings. Its services include targeted consumer and business marketing lists, geographic mapping analysis, local market consumer research and geographic/ socio-economic segmentation. (For more details, visit us at www.smrb.com).
Experian Research Services: The mission of the group is to enable clients to optimize communications with their customers and prospects across multiple channels by providing a robust description of the American Consumer. Experian Research Services operates: Simmons (a full service, consumer research organization that has been The Voice of the American Consumer for over 50 years) and Vente, a real-time online quality lead generation service. In 2006, Experian Research Services was ranked the fastest growing market research company by Jack Honomichl, the leading market research industry authority.
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IT'S EASY BEING GREEN THIS HOLIDAY SEASON AT THE ECOMALL
from EcoMall on Dec 4, 2007
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With the distressing state of the environment on people's minds this year, they are thinking more than ever about the environmental impact of their gift choices.
The news is filled with stories that link our consumer habits and the products we buy with our health and the health of the planet. These stories contain lessons about becoming educated consumers: the recall of toxic toys from China reminds us to learn more about what is in the products we buy and where they come from - and to support natural products.
2007 may be the year when awareness of all things "green" really hits the mainstream. In the December 3rd issue of Time Magazine, Whoopi Goldberg said "The word green" should be person of the year. Everywhere people and the media are talking about "green" and increasingly demanding products that are "organic", "non-toxic", "energy efficient" and "recycled".
That's why this holiday season provides a perfect opportunity to spread an important and positive message by giving (and requesting) earth-friendly gifts to and from their loved ones. Eco-friendly gifts make great conversation pieces and demonstrate a commitment to take personal responsibility for making positive change in the world.
Thousands of eco-friendly gift ideas are easy to find at EcoMall.com, a 14-year-old earth-friendly shopping center and marketplace that has been leading the green consumer charge before it became the trend that it is today. The Chicago Tribune calls EcoMall.com "An eco-shopper's paradise." The EcoMall lists over 60 shopping categories and hundreds of high quality and socially responsible manufacturers and distributors of just about every type of green product imaginable. EcoMall makes "green" gift giving easier, and offers ideas suitable for all the friends and family on your list.
Just a few of the ideas include soft and stylish organic cotton clothing, bedding and toys, natural body care and aromatherapy products, organic coffee or chocolates, stainless steel water bottles, fair trade jewelry and crafts, home accents made from bamboo and sustainably harvested wood, a variety of hemp products, gifts baskets filled with delicious organic goodies, and even an "Eco Starter kit" which introduces people to a sampling of green and energy-saving products, such as compact fluorescent light bulbs.
To quote Tom Kay, co-founder of EcoMall.com and a former solar consultant to Exxon,"I am an ardent environmentalist - environmentalism is in my DNA. The purpose of EcoMall.com is to use the power of the Internet to help spread green consumerism and a healthier, more environmentally conscious lifestyle."
Marianne Schnall, co-founder of EcoMall.com says, "Going green is such a rewarding journey - there are so many wonderful products to benefit from and explore. And purchasing earth-friendly presents has so many more rewards: not only does it give those you love a perfect gift, but it gives you a gift too - the gift of feeling that you are part of the solution, and a gift to the Earth as well. The holiday season is supposed to be a time when we express our appreciation and thanks to those we love - shouldn't that circle include the earth that sustains us?"
Visit www.ecomall.com for many more ideas, articles, information and resources. EcoMall Co-Founders Tom Kay and Marianne Schnall are available for interviews, and are experts on incorporating a more environmentally aware lifestyle, as well as offering earth-friendly holiday tips.
For the ultimate positive shopping experience, visit EcoMall.com to find the perfect green gift this holiday season!
Tell Kermit the Frog that it's really easy being green - Happy Green Shopping!
Other holiday tips can be found at:
http://www.ecomall.com/greenshopping/holidaytips.htm
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Since its launch in November 1994, the EcoMall has provided educational articles, a comprehensive selection of environmental companies, products and services, exclusive interviews with celebrities and more. The EcoMall offers a voice to America's sustainable business industry, featuring over 300 retailers and wholesalers in over 60 shopping categories, links to government education, non-profit groups, environmental news, activism alerts, as well as the EcoMall’s popular “Green Living Magazine”. 2008 will mark the EcoMall’s 14th year on the Internet.
http://www.ecomall.com/
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