Green Marketing Overview:There are 63 million consumers eating organics, driving hybrids and buying fair trade morning lattes, making up 30% of the American Market. They have proven themselves willing to spend up to an astounding 20% premium on clean, green products over non-sustainable alternatives. Two huge markets - Baby Boomers and Millennials - are twice as likely to associate their own personal values with companies and brands. Perceptions of environmental, ethical, and social stewardship are the fastest growing contributors to consumer brand value. (Z+ Partners) The market for "all natural" cleaning products was at $100 million a year and is growing by leaps and bounds (Forbes.com) Over the past five years the sales of organic and all natural products have increased 18% to 25% year over year. Over two-thirds of Americans interviewed said "Doing well by doing good is a savvy business strategy." (GolinHarris CCI Report 12.6.06.) Green building products and services doubled from $5.8 billion in 2003 to $10 billion in 2005 (US Green Building Council) |
Consumers' actions demonstrate that they are looking for companies they do business with to develop a sustainability strategy or risk losing their business to "greener" firms. (2007 smart reply white pages "It's Good to be Green")
Today's consumers are committed to preserving the environment- so much so that they are willing to shift their purchase decisions and brand loyalties toward green retailers. (2007 smart reply white pages "It's Good to be Green") Membership in the environmentally-based Sierra Club is up 33% in four years to almost 800,000 (Newsweek, "The New Greening of America" July 27, 2006) The US Organic Food Industry accounted for $13.8 billion in 2005 consumer sales, a 284.4% jump over just eight years ago (CNN.com) |
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