Posted in Communication Strategies, Green Marketing, tagged climate change, contributors, Global warming, Green Marketing, greenhouse gas emissions, McKinsey on October 25, 2008 | 14 Comments »
McKinsey just released a must read for green marketers. ‘Helping Green Products Grow‘ outlines five steps businesses need to take to sell green products successfully. Most of it is common sense. Still there were a few surprises, most notably in the area of consumers’ awareness of most concrete actions to reduce global warming:
These findings present [...]
Posted in Green Marketing, tagged "Going Green II", consumers, Green Marketing, yankelovich on October 4, 2008 | 12 Comments »
The new Yankelovich report on green living is out, and is confirming what we have been seeing in the marketplace. Sure, citizens are concerned about the environment, but they are not willing to pay extra for green products.
Environmentalism is developing among U.S. consumers — especially among Echo Boomers (ages16-29) and GenXers (ages 30-43), who both [...]
Posted in Communication Strategies, Green Marketing, tagged carbon emissions, climate change solutions, green, green behavior, Green Marketing, Green Psychology, greenhouse gases, Maslow's hierarchy of needs, Steve Bishop on August 27, 2008 | Leave a Comment »
When I wrote about the opportunity to align desired green behaviors with individual needs and wants, this is what I had in mind:
Different people will rank these needs and wants differently. Using myself as an example, the primary motivators for me to bike more, are fun and convenience. If I was in a lower-socio-economic group, [...]
Posted in Consumer Research, tagged "Conveniently Conscious", "Onlookers", "Positive Choosers", "Principled Pioneers", "Vocal Activists", Atticus Award, climate messaging, consumer segmentation, green, Green Marketing, HCHLV, market research, WPP on July 25, 2008 | 8 Comments »
The HCHLV Green Consumer Segmentation was just recognized by its parent company, WPP marketing communication giant, as one of the best pieces of work in the area of ‘Market Research and Insights’. Although developed for the British market, this segmentation provides yet another valuable way to look at consumers/citizens.
At the disengaged end of the spectrum, over [...]
Posted in Communication Strategies, tagged climate change, Global warming, green, green campaign, green communication, green fatigue, Green Marketing, green media, green noise, New York Times, recycling, Reduce-Reuse-Recycle on June 16, 2008 | 16 Comments »
Reading ‘That buzz in your ear may be green noise‘, yesterday’s article in the New York Times, I had a feeling of deja vu. The issue of green cacophony and the resulting confusion in people’s minds, is one that has been covered many times before in this blog. Rather than repeating myself, I thought I [...]
Posted in Activism, tagged carbon footprint, consumerism, Earth Day, environment, FTC green guides, Green Marketing, greenwashing, no shopping day on April 14, 2008 | 10 Comments »
Earth Day is approaching, and with it, waves of unease in the blogosphere. Echoing one of my earlier posts, ‘Green Festival or Celebration of Green Consumption?‘, an article in Ad Age this morning, raises the question of ‘Is Earth Day the New Christmas?‘.
Consumerism pervades our entire culture, we know that. And Earth Day is not [...]
