Globe-NET: Motivating Mainstream Consumers to Make Sustainable Choices
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.
“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.
Green is Officially Mainstream
According to Eco Pulse 2010, a study of green consumer trends by Shelton Group, 64% of the population is now actively looking for green products. Most consumers start small, adopting easy-to-buy products such as home cleaning products (versus a hybrid car or a green home, which require a higher investment).”
Continue reading this article at Globe-NET.
Recommended reading:
LOHAS, Naturalites, Conventionals, Drifters And Unconcerned: Defining The Green Consumer
5 Musts of a Green Marketing Campaign
Green Marketing: A Sound Business Strategy
