Riches in Niches: Connecting to Potential Greens

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.

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