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What Drives The Decision To Buy Green?
Experts Share Insights During Good And Green™-The Green Marketing Conference
Hartford, CT – October 15, 2008 -- What are the driving factors that influence consumers to “go green” with
their purchasing decisions? Top marketing and research executives will be taking the stage during Good And
Green™-The Green Marketing Conference, December 3-4, 2008, at the Chicago Cultural Center to help brands
gain a deeper understanding of the dynamics that affect the behavior of today’s eco-conscious consumer.
"Our presentation will focus on just how important a select few opinion leaders can be to creating successful
ECO initiatives that drive business value - now more important than ever. As consumer spending tightens, their
skepticism grows,” says Sheila Gruber McLean, co-leader, MS&L Global ECO Network. Gruber will be presenting
with her colleague Amanda Glasgow on how to create ‘green evangelists.’ “We'll share new research into who
these consumers trust and how to reach them in an increasingly competitive market. These strategies have
helped brands launch new products, reach new customers and protect their existing customer base with real,
actionable and authentic steps.”
Raphael Bemporad, co-founder of marketing and branding firm BBMG and Good And Green™ presenter says,
"In the context of the recent financial turmoil, brands must authentically demonstrate both value and values.
Our study reveals how America's consumers balance their values and practical concerns during tough economic
times and points the way for brands to deliver more benefits, deeper relationships and empowering experiences
that can improve our lives and grow the bottom line."
“We make consumers work too hard!” says Amy Hebard, chief research officer and co-founder of Earthsense,
who along with co-founder and CEO Wendy Cobrda, will be sharing compelling new research from their Eco-
Insights study that defines “green” as consumers define it. “Companies who are selling green products often are
on ‘blind dates’ with the consumer (if they are lucky enough to be invited to the party). If you want them to
‘have you at hello’ – they have to know you – and fall in love with the idea of you -- to ensure they pick you.
We call that ‘Point of Choice’ – that moment when desire and need and availability converge.”
Good And Green™ is the nation’s premier conference on today’s “greening” consumer market where brand
leaders can find the info, insight, content and connections they need to drive sales and build share in this $500
billion market.
Planet Green is the Presenting Sponsor of Good And Green™. Title Sponsors include TheDailyGreen.com and The Natural Marketing Institute. Associate Sponsors are Ketchum Public Relations, Earthsense, Saatchi & Saatchi S, the United States Postal Service and MS&L. Hospitality Sponsors include BBMG, b.happybags, Davidoff Communications, Ecojot, The SOAP Group, Peppercom, Parducci Wines, The Martin Agency and Green Pages. The New Product Showcase Sponsor is Ingeo from NatureWorks, LLC. Fast Company is the Media Sponsor and GreenBiz.com is the Green Media Sponsor. Getty Images is the Imagery Resource, NativeEnergy is the Carbon Offset Sponsor, Brita is the Official Water Sponsor and SNiPPiES is the conference Video Journalism Resource.
Good And Green is produced by PME Enterprises, Hartford, CT. Please visit www.goodandgreen.biz or call 860.724.2649 x 14 for more details and to register.
