Carolyn Parrs

Award-winning CEOSpeakerInternational Marketing Consultant & CoachConference Producer

What Decision Makers are Saying About Carolyn’s Content and Presentations

“Carolyn’s Sustainability & Green panel/presentation

was rated the Top 5 Presentations in over 175+

workshops with more than 2,000 attendees.”

—Seattle Startup Week

“Carolyn’s engaging presentation on green marketing

combined useful information with entertainment. She

was one of our all-time top presenters.”

—Graham Russell, Executive Director of CORE Colorado

“Carolyn’s presentations are always highly rated

by our members and her counsel often means the

difference between success and failure in this

very competitive market.”

—Allan Oliver, CEO, New Mexico Green Chamber

of Commerce

Carolyn’s Past Speaking Engagements• US Green Chamber of Commerce

• Green America Business Network

• Secondary Materials and Recycled Textiles

• Association of Nonwoven Fabrics Industry

• American Spa Magazine Women’s Summit

• US Green Building Association

• American Marketing Association

• Greater Seattle Business Association

• Women as Game Changers

• National Association of Women Business Owners

• International Society of Sustainability Professionals

• Green Spa Network

• University of Ottawa

• Northern New Mexico Tech Council

• Seattle Startup Week

• American Management Association

• New Mexico Green Chamber of Commerce

• University of Colorado

…and many more

Carolyn’s Signature Presentation

Decoding the Mainstream Customer: How sustainable companies can increase market share in this deceptively complex marketplace

If you only look at the raw data, driving increased

sales of sustainable products should be as simple

as incorporating environmental or social messages

into your branding and marketing campaigns. After

all, more than 71 percent of consumers “think green”

when making a buying decision, and nearly three

out of four Millennials are willing to pay more for

sustainable brands.

But on the contrary, the vast majority of sustainable

brands fail to realize the full potential of their revenue

growth beyond the 19 percent of the population

that buy sustainable, green, and/or socially-focused

products no matter what.

The problem is that many sustainable brands

approach the mainstream consumer the same as

they do the green consumer — or worse, they try to

comingle two different messages together, creating

a marketing mash-up mess. Either way, the end result

is lost opportunity: less impact in the world and less

revenue on the balance sheet.

In this session, Carolyn Parrs, a leading expert in

helping sustainable companies increase market

share to the mainstream consumer for over 15 years,

will share:

• How sustainable brands can decode the vastly

different values, motivations, and purchasing

decisions of the four consumer market segments

• The specific key drivers that determine

how mainstream consumers make

sustainable purchasing decisions

• How Millennials — who will be 50

percent of the workplace in less than 5

years — view sustainable/environmental

products and what they want most from

your brand before they make a purchase

• Actionable key strategies to effectively

position and message your sustainable

brand to mainstream buyers so that it

not only educates and motivates them

but serves as the “tipping point” in their

buying decision.

Parrs will also reveal the results of

Mind Over Markets’ recent proprietary

analysis of top sustainable brands, as

well as share real-world case studies

and examples of companies that are

successfully leveraging the key drivers

of buying decisions...and others that are

falling short.

Attendees will walk away with a mix of

both new insights and proven strategies

they can take back to their teams for

immediate implementation.

More About CarolynCarolyn Parrs is the CEO of Mind Over Markets, a sustainable brand marketing and messaging company. Since 2003, MOM has helped thousands of sustainable brands increase market share with mainstream consumers.

Carolyn worked at some of the top New York City advertising agencies such as Benton & Bowles and Wunderman Worldwide, serving clients such as General Foods, Proctor & Gamble, AT&T, IBM, Richardson-Vicks, Manufacturers Hanover Trust, Time/Life Books and more.

This awakened her entrepreneurial spirit and Parrs founded POOCHI, an upscale pet fashion company. POOCHI sold in over 1,000 pet and department stores including Macy’s, Bloomingdales, Neiman-Marcus and Harrods of London. In under four years, it was acquired by a 24 billion-dollar corporation.

Carolyn and her products have appeared on HBO, PBS, CNN, ABC, CBS and Lifetime Channel. Print coverage includes The New York Times, L.A. Times, Wall Street Journal, Chicago Tribune, People Magazine, Mademoiselle and Cosmopolitan.

As committed sustainability advocate, she created Women Of Green, a robust online community that “turns up the volume” of the feminine voice in green.

Her greatest feat was raising two amazing kids. She lives and works in Seattle and Santa Fe with her pups, Heart and Soul.

Awards & Recognitions • Go Green Award – first place

• Century Bank Small Business Award – first place

• Big Apple Radio Award

• Seattle Startup Week – Rated in Top 5 presentations

CONTACT US TODAYcparrs@mindovermarkets.com

505 231 2342

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MAD HATTER

Some of the brands Carolyn has worked with over the last 25+ years.