Part four of a four-part series.
It’s estimated that the green movement represents a market potential of approximately $500 billion. The trend to increase environmental awareness and action—known as green, organic, eco-friendly, biodegradable, sustainable and renewable—grows each day. The proliferation of new technologies and products that support a green lifestyle, aggressive advocacy groups, and corporate-inspired initiatives are prompting even the least likely of green consumers to use eco-friendly products.
During this series, we’ve reviewed the demographics of four distinct groups with regard to perspective on the environment and provided suggestions on ways to target them. (To review marketing suggestions for each segment, click on the name of each group: Behavioral Greens, Think Greens and Potential Greens.)
True Browns, the final green segment, are consumers who are the least environmentally conscious and are likely to have negative attitudes about products and companies that promote themselves as safe for the environment. While it’s the smallest of the four segments, there is a downward trend indicating consumers in this group are evolving into one of the other three green segments as environmental consciousness grows.
True Browns represent an opportunity for marketers. Those who can connect with True Browns today are more likely to build long-term relationships with these consumers. And, as True Browns migrate to the “greener” segments, marketers will enjoy enhanced brand loyalty and support.
Who Are the True Browns?
True Browns represent the smallest segment of consumers. They are self-confident, ambitious and status-driven. They value self-discovery and individualism, and they like everything to be quick, easy and accessible. True Browns make decisions quickly. Entertainment is an important part of their lives, and they care about image and social life.
True Browns tend to be established adults with high incomes who typically own their own homes. The True Brown consumer segment consists of married and single people with political views that range from liberal to conservative. They are impulse shoppers and enjoy activities like softball, golf, billiards and baseball. They enjoy hunting, fishing and weight training, and often travel for business.