|
Part two of a four-part series.
The end of this decade is hosting an overall movement toward going green among consumers. Savvy marketers understand that reaching them with offers that match their levels of interest, attitudes and behaviors as they relate to being eco-conscious is the first step in increasing ROI. But beyond that, reaching green-minded consumers through preferred channels, with messages that resonate with them, will go a long way in building loyalty and customers for life.
Consumers can be divided into four groups as they relate to eco-consciousness: Behavioral Greens, Think Greens, Potential Greens and True Browns. While each consumer segment has different characteristics and preferences, there is a commonality within the segments when it comes to connecting with them—know your audience, understand its preferences and tailor your messages accordingly. Last week I discussed the behaviors, attitudes and traits of the Behavioral Greens consumer group—the people furthest along in the Green movement—and provided tips for marketers who want to reach them (read Part One).
Who Are Think Greens?
Think Greens do exactly that—they think green but do not necessarily act green. They are typically married, own their own homes and live in the Pacific and West Central areas of the country.
Home and family are important to Think Greens. They often spend time remodeling and decorating. Now that their children are grown, they have more free time to pursue interests, including travel and continued learning. They take an active role in their health by trying to eat healthy and stay active through bicycling, bird watching, golf and gardening. Other interests include antique shopping and woodworking.
As far as their attitudes and beliefs about being green, Think Greens are motivated by their own feelings of obligation to be environmentally responsible. They feel their actions directly affect the environment, and they are concerned about the future of their world.
They feel strongly that eco-friendly products should have practical value and companies should help consumers become more environmentally responsible. They agree that packaging for products should be recycled and people have a duty to recycle. However, they differ from the Behavioral Greens as they are less likely to purchase a product that uses recycled paper and are less likely to pay more for products that are environmentally friendly than the rest of the population. Their perception is that environmentally friendly products cost more.
Companies Mentioned:
 |
|
