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Riches in Niches: Connecting to Green Customers

February 11, 2009 By Denise Hopkins
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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?

 

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COMMENTS

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Most Recent Comments:
Denise Hopkins - Posted on February 17, 2009
Your response pointing to the evolution of traditional media channels is very appropriate. As marketers we are all challenged to appropriately apply our segmentation and communication strategy during a time when traditional media, such as newspaper, are undergoing a fundamental disruptive shift. The basis for the newspaper recommendation was made from the segmentation and touch points that we see indexing the highest within the Behavioral Green population and then mapping those segments to their current, most dominant media channels.

While as a percentage there are still more males within the Behavioral Green segment, females are over-indexed as compared to the national average population. Additionally, the Behavioral Green population are oriented more toward retired households with a higher level income than the national average. What is primarily orienting more of the media preference recommendation is the dominance of the Affluent Suburbia, Upscale America and America Diversity Mosaic segments within the Behavioral Green population. While I would also expect that these segments are starting to migrate their media channel preferences, they still tend to consume traditional media channels as well. A blend of multiple channels may be the most appropriate strategy as we all integrate the changing media landscape into our communication strategies.

andy giordano - Posted on February 11, 2009
Excellent article and look forward to reading the remaining 3 segments.
However, recommending the use of traditional newspaper to reach the target is off base. As you know, the circulation of traditional newspapers has been in a free fall.
People who are more likely to go green tend to be younger and female, and that is not the typical newspaper reader.
However, you might suggest using the online component of the newspaper as an alternative.
in addition, for true green followers, you should suggest alternative media that does not impact the eco-footprint. that means using online / digital media and avoiding media that is printed and distributed via traditional channels.
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Archived Comments:
Denise Hopkins - Posted on February 17, 2009
Your response pointing to the evolution of traditional media channels is very appropriate. As marketers we are all challenged to appropriately apply our segmentation and communication strategy during a time when traditional media, such as newspaper, are undergoing a fundamental disruptive shift. The basis for the newspaper recommendation was made from the segmentation and touch points that we see indexing the highest within the Behavioral Green population and then mapping those segments to their current, most dominant media channels.

While as a percentage there are still more males within the Behavioral Green segment, females are over-indexed as compared to the national average population. Additionally, the Behavioral Green population are oriented more toward retired households with a higher level income than the national average. What is primarily orienting more of the media preference recommendation is the dominance of the Affluent Suburbia, Upscale America and America Diversity Mosaic segments within the Behavioral Green population. While I would also expect that these segments are starting to migrate their media channel preferences, they still tend to consume traditional media channels as well. A blend of multiple channels may be the most appropriate strategy as we all integrate the changing media landscape into our communication strategies.

andy giordano - Posted on February 11, 2009
Excellent article and look forward to reading the remaining 3 segments.
However, recommending the use of traditional newspaper to reach the target is off base. As you know, the circulation of traditional newspapers has been in a free fall.
People who are more likely to go green tend to be younger and female, and that is not the typical newspaper reader.
However, you might suggest using the online component of the newspaper as an alternative.
in addition, for true green followers, you should suggest alternative media that does not impact the eco-footprint. that means using online / digital media and avoiding media that is printed and distributed via traditional channels.