Market Focus - Environmentalists
Others may be legacy environmentalists. These are folks concerned about preserving a cleaner, healthier environment for subsequent generations. Issues on their agendas may include habitat preservation or clear cutting of full-grown forests. Still more folks, says Purcell, may approach the issue from an evangelical perspective—those who see environmental stewardship as a moral issue. And of course there is the health component, with many environmentalists concerned about the health effects pollution has on the earth and its inhabitants. Groundwater contamination, smog, acid rain and the use of pesticides are issues that may be of great concern to them.
There also are groups and individuals involved in environmental litigation, lobbying and public education campaigns. "That's where you get the higher education levels, higher income levels," says Purcell. "There may be folks whose issues overlap," she adds. "The common ground being a concern for the environment."
When it comes to the products and services that this diverse group seeks out, that too is greatly affected by their entry point into the issue. If they are, indeed, outdoorsmen and women, they may be responsive to offers of sporting goods, travel packages and clothing catalogs. Others who are interested in conserving natural resources and reducing pollution may be on the lookout for hybrid cars, or solar panels for their house to help cut down their dependency on depletable resources—as well as lower their electrical bills.
Those who seek a cleaner environment for the purpose of healthier living may be interested in organic food and possibly vegetarianism. Purcell adds, "There are a lot of people interested in [natural] gardening and limiting the use of pesticides, as well as making their yards and their neighborhoods [friendly] to wildlife and to draw birds."
Additional products of interest to this group may include educational materials, as well as maps and guides, which make good premiums for several segments of this customer base. Purcell explains, "If you expand the environmental market to include the preservation of wildlife, for instance—and there's significant overlap there—I think there's a lot of educational materials, books and publications that are really in demand by this market."