Riches in Niches: Connecting to Potential Greens

Part three of a four-part series

With Earth Day approaching quickly, no doubt we’ll begin to see messages about protecting our planet, recycling and going green. These messages will be well-received by consumers who have tendencies to include eco-friendly activities in their everyday lives. But for those consumers who are not green-minded, these messages may go unnoticed. There is an untapped opportunity for marketers looking to speak directly to a large group of consumers who are just beginning the green transformation—the Potential Greens.

In parts one and two of the Riches in Niches series, I discussed behaviors, attitudes and beliefs of consumers who fall on the more green-minded end of the spectrum—the Behavioral Greens and the Think Greens—and provided tips for reaching these consumers (read about Behavioral Greens and Think Greens).

Now we move to the other half of the green spectrum, where we find the consumers who do not think or act green in their everyday lives. While the audiences are very different in their beliefs about being green, effective marketers understand that the key to reaching them is to understand their motivations and preferences.

Who Are Potential Green Consumers?
Potential Greens represent the largest segment of consumers, with the majority falling between the ages of 25 and 54 years old. They neither behave nor think along particularly environmentally conscious lines and remain on the fence about green issues.

Potential Greens tend to have below-average incomes. They are likely to be single or divorced and typically rent their residences. They tend to live in Southern regions of the country in cities such as Houston, Atlanta and Dallas.

Potential Greens enjoy kickboxing, baseball, basketball and auto racing. They are multitaskers who are always on the go; they also tend to be tech-savvy and are continually looking for the next upgrade.

A Surprising Attitude Toward Being Green
While they don’t necessarily think green every day, Potential Greens are more likely than not to purchase recycled paper products and products that use recycled paper. They agree that packaging for products should be recycled and people have a responsibility to use recycled products.

Potential Greens would not necessarily pay more for environmentally friendly products or ban products that pollute, and they are divided when it comes to worrying about pollution caused by cars.

They fall slightly under the national average when it comes to agreeing that companies should shoulder some of the responsibility for helping consumers become more environmentally responsible. However, 61 percent agree that companies should be doing something to educate consumers.

Potential Greens think that the media plays an important role in making people environmentally aware. They often notice ads on trains or taxis, and listen to the radio as their primary source of entertainment. Additionally, this group of consumers remembers advertised products when shopping and enjoys advertisements in magazines. Potential Greens also go to the movies on a regular basis.

What Are the Best Ways to Market to the Potential Green Segment?
Reach Potential Greens through traditional advertising—namely magazines, radio and transit—with messages they will recall when they’re shopping. Marketers looking to expand beyond traditional media also may want to consider running ads through alternate and emerging media channels.

Speaking to the tech-savvy tendencies in the Potential Green segment is one way to approach these consumers. Consider an upgrade/trade-in program with monetary or other incentives for recycling their existing equipment.

Next week, we’ll review the final green segment, True Browns. This group of consumers is the least likely to behave green, but also provides the potential for long-term green loyalty as it migrates through the green segments. We’ll provide suggestions on ways you can speak to True Browns' interests, attitudes and behaviors as they relate to 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.

• MORE ON
• DATABASE & CRM