Riches in Niches: Connecting to Green Customers
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.