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Part one of a four-part series
It wasn't all that long ago when headlines discussed a global movement of consumers and companies becoming more environmentally conscious and green in their everyday activities and operations. More recently, we're reading about the next wave of businesses closing and consumers cutting back as a result of job loss and the desire to save more and spend less.
While the headlines have changed, consumers' attitudes about going green remain constant. Reaching them with offers that match their preferences (communications channels, products and services, information interests, etc.) and reasons for going green is essential to a successful campaign. Data about these consumers remains the key to successfully targeting this niche with your products and services.
Why Go Green?
Going green is either an emotional or financial decision. Consumers who have adopted green attitudes and behaviors based on emotion have distinct attitudes and behaviors as they relate to eco-friendly activities and purchasing habits. Knowing more about their lifestyles and behaviors will help marketers make offers that are a better fit.
Consumers can be divided into four groups as they relate to eco-consciousness: Behavioral Greens, Think Greens, Potential Greens and True Browns. These groups range from those that incorporate "green" into their everyday lives to those who do not. No matter the shade of green, there is an overall consumer movement toward being green and a unique marketing approach to reaching each segment that begins with understanding the people who fall into these categories.
Through a four-part series, we'll break down who these green consumers are and offer suggestions about the best ways to connect with them, beginning with Behavioral Greens.
Who Are Behavioral Greens?
Behavioral Greens think and act green, hold negative attitudes toward products that pollute, and incorporate green practices into their lives on a regular basis. They tend to be optimistic in nature and have traditional and liberal values. Family is important to them, but now that children are out of the house, they can focus more on relaxation and maintaining healthy living.
Behavioral Greens will purchase products that use recycled paper and would pay more for products that are environmentally friendly.
From a geographical standpoint, Behavior Greens tend to live in major cities, including New York, Los Angeles, Miami and Chicago.
How Do You Successfully Market to a Behavioral Green?
Behavioral Greens feel there are not enough eco-friendly products on the market and are more likely to make a purchase from an environment-conscious company than the rest of the population. They like to do business with companies that both act with the environment in mind and support environmental causes.
Behavioral Greens, however, still rely on and value newspapers and radio to keep informed. While they typically find television ads useless, they will arrange their schedules around programming.
Marketers looking to reach this group would be best served with traditional newspaper advertising. To reach them through broadcast outlets, marketers should consider options like product placement within shows geared toward this target.
For those Behavioral Greens who "go green" for financial reasons, reaching them with offers for products and services designed to save money, through reduced energy costs and tax breaks, or with a promotional money-saving offer will connect with them.
In addition to marketing environmentally friendly products to Behavioral Greens, consider noting the eco-friendly practices your company employs. A note about the use of compact flourescent light bulbs in corporate offices and warehouses, or the implementation of flex hours and telecommuting to reduce employee travel and the company's carbon footprint, sends a message that resonates with Behavioral Greens.
Next week, we'll review another green segment, the Think Greens, and offer suggestions on ways you can reach them as they take a more active interest in being green.
Denise Hopkins provides customer-centric data solutions to marketers. She is the vice president of marketing and product development for Experian Marketing Services and can be reached at denise2@experian.com.
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