Green Marketing Overview:

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 (

Green building products and services doubled from $5.8 billion in 2003 to $10 billion in 2005 (US Green Building Council)

35% of consumers say they will still pay more for "environmentally friendly" products, despite the recession (Mintel research report, March 2010) while 74% say they would switch to another brand if it helped them conserve resources without having to pay more (P&G and Ipsos Public Affairs' "Consumer Conservation Survey" 2010)

Consumers expect to double their spending on green products and services in 2008 to reach $500 billion annually (ImagePower Green Brands Survey, April 2007)

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 in 2007 ( and reached $298 million a year by March 2010, not including sales at mass-market retailers such as Walmart (

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.)


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