green marketing 1. definition of green consumer lohas: (lifestyle of heath and sustainability) very...
TRANSCRIPT
Definition of Green Consumer Definition of Green Consumer Definition of Green Consumer Definition of Green Consumer LOHAS: (Lifestyle of Heath and
Sustainability) very progressive on environment and society, looking for ways to do more; not too concerned about price (16%).
Naturalites: primarily concerned about personal health and wellness, and use many natural products; would like to do more to protect the environment (25%).
Conventionals: practical, like to see the results of what they do; interested in green products that make sense (e.g., save money) in the long run (23%).
Drifters: not too concerned about the environment, figure there’s time to fix environmental problems; don’t necessarily buy a lot of green products, though may like to “be seen” in Whole Foods to enhance their image (23%).
Unconcerned: have other priorities, not really sure what green products are available, and probably wouldn’t be interested anyway; they buy products strictly on price, value, quality, and convenience (14%).
2Source: Natural Marketing Institute 2/02/10
Population Breakdown
16%
25%
23%
23%
14%
LOHAS Naturalites Conventionals
Drifters Unconcerned
Psychographic Segmentation for Psychographic Segmentation for Affluent IndividualsAffluent Individuals
Psychographic Segmentation for Psychographic Segmentation for Affluent IndividualsAffluent Individuals
Affluent Globalists (18% of population/$207 Billion inspending power)
Would be willing to pay more for products that are environmentally friendly
Minimizing impact on the environment is an important part of life
Believe in protecting the environment
3Source: Ipsos/Medelsohn Affluent Study November 2009
Profile of Green Attitude & Profile of Green Attitude & Behavior SegmentsBehavior Segments
Profile of Green Attitude & Profile of Green Attitude & Behavior SegmentsBehavior Segments
Age18-34 110 85 8318-49 105 91 9725-54 101 97 10545-54 96 100 11955-64 85 115 129
EducationGraduated College Plus 85 117 228
Household Income$60,000+ 95 111 145$75,000+ 94 113 160$100,000+ 93 115 178$200,000+ 95 114 239
4Source: 2009 Doublebase Mediamark Research & Intelligence; Weighted to Population (000) – Base: All
Index (to Total U.S.)
Green at Their Green Ungreen Best Advocates
Profile of Green Attitude & Profile of Green Attitude & Behavior SegmentsBehavior Segments
Profile of Green Attitude & Profile of Green Attitude & Behavior SegmentsBehavior Segments
5Source: 2009 Doublebase Mediamark Research & Intelligence; Weighted to Population (000) – Base: All
Geographic Marketing Regions
New England 96 112 178
Mid-Atlantic 89 122 116
East Central 107 91 89
West Central 96 115 96
Southeast 112 82 65
Southwest 117 70 67
Pacific 85 111 135
Index (to Total U.S.)
Green at Their Green Ungreen Best Advocates
Profile of Regional Differences in Profile of Regional Differences in Green Attitude SegmentsGreen Attitude Segments
Profile of Regional Differences in Profile of Regional Differences in Green Attitude SegmentsGreen Attitude Segments
6Source: 2009 Doublebase Mediamark Research & Intelligence; Weighted to Population (000) – Base: All
UngreenGreen at the SupermarketGreen in TheoryGreen But Only IfGreen at Their BestGreen Advocates
Green Attitudes & Behaviors
Degree to Which U.S. Adult Internet Degree to Which U.S. Adult Internet Users Incorporate Green Behavior in Users Incorporate Green Behavior in
Daily LifestyleDaily Lifestyle
Degree to Which U.S. Adult Internet Degree to Which U.S. Adult Internet Users Incorporate Green Behavior in Users Incorporate Green Behavior in
Daily LifestyleDaily Lifestyle
Adult Internet Users Completely Somewhat None
18-24 9.7% 77.1% 13.2%
25-34 6.3% 81.4% 12.2%
35-44 4.4% 80.6% 15.0%
45-54 3.2% 85.3% 11.5%
55-64 3.7% 88.0% 8.3%
65+ 4.8% 74.9% 20.4%7
Most consumers are incorporating “Green” standards into their lifestyle. This trend is lowest at the extremes in ages. However the amount of people that completely accept “Green” is amongst the youngest demographic: 18-24.
The least eco-conscious consumers are the oldest of the grouping at 65+.
The most eco-conscious consumers are the 55-64 year olds who display tendencies that lean somewhat toward eco-friendly behaviors.
Source: Environmental Leader and MediaBuyerPlanner Study as seen in Center for Media Research 1/4/10
Consumer Preference for GreenConsumer Preference for GreenConsumer Preference for GreenConsumer Preference for Green
67% Americans agree that “even in tough economic times, it is important to purchase products with social and environmental benefits”
51% say they are “willing to pay more” for them
66% say price is very important in purchase decision
64% look for quality 55% want “good for your health” 49% look for “made in the USA”
8Source: Consumer Report 2009
Green Benefits Increased Green Benefits Increased in Importance Since Last Yearin Importance Since Last Year
Green Benefits Increased Green Benefits Increased in Importance Since Last Yearin Importance Since Last Year
9Source: BBMG Conscious Consumer Report: Redefining Value in a New Economy 2009
% of Respondents indicating this attribute is “very important” for products purchased.
Green Company MarketingGreen Company MarketingGreen Company MarketingGreen Company Marketing
According to the green marketing study, 82% indicated they expect to spend more on green marketing in the future.
At least half of respondents plan to engage in online marketing efforts in the future.
28% of marketers think green marketing is more effective than other marketing messages, compared to 6% of marketers who think it is less effective.
Management is more optimistic, with 46% of them indicating that green marketing is more efficacious.
23% of those in operations think green marketing is more effective.
Companies with smaller marketing budgets tend to spend more on green marketing. Those with budgets under $250,000 spend just over 26%, while those with budgets of more than $50 million spend 6% on green marketing.
10Source: Environmental Leader and MediaBuyerPlanner Study as seen in Center for Media Research 1/4/10
Environmental Advertising by MediaEnvironmental Advertising by MediaEnvironmental Advertising by MediaEnvironmental Advertising by Media
Online: 74.2% of respondents have spent marketing budgets online.
Print: Print is the second strongest media for Green marketing at 49.8%.
Direct: Direct completes the top trio, at the third highest ad spend, with 40% of total spend.
Other Media: Outdoor, Radio & TV, and Mobile account for the remaining ad spending.
11Source: Environmental Leader and MediaBuyerPlanner Study as seen in Center for Media Research 1/4/10
Respondents Reporting Green Marketing Budgets in Media Categories
74%
50%
40%
Online Print Direct
Consumer Attitudes Towards Consumer Attitudes Towards Green CompaniesGreen Companies
Consumer Attitudes Towards Consumer Attitudes Towards Green CompaniesGreen Companies
41% of Americans could not name a single company that they consider the most socially and environmentally responsible.
Within these respondents: 71% of consumers agree that they “avoid
purchasing from companies whose practices they disagree with”
55% tell others to shop for products based on a company's social and environmental practices
48% tell others to drop products based on a company's social and environmental practices
12Source: Environmental Leader and MediaBuyerPlanner Study as seen in Center for Media Research 1/4/10