Sustainable brands - ones that want to make a difference as well as a profit - depend on the growing population of conscious consumers as their best customers. But a new study by egg, a Seattle brand development firm that specializes in building sustainable brands, suggests that many of these brands are not reaching these consumers and therefore are missing out on their true sales potential.
The survey is an update of a previous study and has significant findings for marketers of sustainable brands.
The first is that conscious consumers now represent up to 70% of the marketplace and can be partly segmented based on the degrees of hypocrisy between their green attitudes and actual green behavior. The key for brand marketers is to know if their customer walks the walk as well as talks the talk when it comes to green.
The second finding is that the 'green' core, the Advocates, has grown from 7% to 20% in 3 years. This group believes passionately in doing the right thing and aligns their purchases with like-minded brands.
A third finding reveals a segment - the Skeptics - representing 30% of the market, with no hypocrisy whatsoever: they don't believe in green and purposefully avoid buying green brands. By Laura B. on Green Lifestyle http://lib.wmrc.uiuc.edu/enb/?p=2269
