Over recent years, we’ve witnessed the rise of the green consumer. The first wave came in the early ’90s, with many environmentally sustainable products making their first debut into mass markets. But this green wave didn’t last: most green products under-performed, decreasing consumer motivation and increasing market frustration. Fast forward to a couple of decades later and here’s the green revolution again. But something has changed: green products are competitive in terms of performance, quality and price. Green is also hip now, and even consumers who traditionally weren’t concerned about the environment are making sustainable choices. Why now? Read more…

Getting beneath consumer segmentation and identifying attitudes and values that impact green consumer behaviour

Earlier this month at the Sustainable Brands ‘10 Conference, I attended to a fantastic presentation by Linda Gilbert from EcoFocus Worldwide on market research and green consumers. Here are some fantastic facts on the green consumer movement: Read more…

Last week, Sara Shaw from The Entreprenette Gazette was working on an article on time management for young entrepreneurs. She felt that more and more people simply are running out of time. Why is this so? And how can business owners handle this constant busyness? Read this article (and our favourite tip) below. Read more…

Kiwano Marketing regularly writes about green marketing issues and how to communicate with the LOHAS market. This is our most read article on one of the leading sources of information for businesses in the sustainability sector. Read more…

Mainstream consumers are complicated. They know just enough buzz words to make you think they know more than they do, and most don’t actually go green to save the planet. How do mainstream consumers ACTUALLY make decisions about which green products to buy? Suzanne Shelton, President and CEO of Shelton Group shared her insights at the Sustainable Brands ‘10 Conference, last week.
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