Press Release

Nan McCann PME Enterprises, LLC
Phone: (860) 724-2649 x13 |

Amy O’Malley PME Enterprises, LLC
Phone: (860) 724-2649 x14 |

Women Consumers Push Green Companies into the Black

Marketers seeking out the influential “environista” segment
Branding case studies highlight third annual Good And Green BtoB conference

CHICAGO, IL – October 20, 2009 – In a world awakened to climate change and corporate social responsibility, no business today can conduct business as usual, say branding experts. “Green” has become a competitive mandate, and women are clearly driving sales of sustainable products.

Some of the nation’s top green marketing experts will meet here to share success strategies at the third annual Good And Green®… The Green Marketing Conference, November 17-18, 2009 at the Chicago Cultural Center.

In addition to making nearly 85% of all consumer purchases – on everything from autos to healthcare – a recent study from Frank About Women found that 25% of all products in a woman’s shopping cart today are environmentally friendly.

“Women are looking for brands to make it easier for them to help the environment,” said conference speaker Wendy S. Cobrda, President and Founder of Earthsense. “Women will go out of their way to buy from companies whose policies they support.”

According to the latest Eco-Insights survey by Earthsense, 80% of adult women believe very strongly that individuals can affect the environment. However, nearly 60% believe that they are personally not doing enough to protect it.

In addition, the survey found:

  • Women are 21% more likely to report buying green cleaning supplies compared to last year. When they can’t buy green it is usually because the price is too high or their favorite brands don’t have a green version.
  • Women are paying attention to brands that are committed to environmental causes. Twenty-six percent would boycott a brand they disagree with, while 37% would support (or “buycott”) a brand that shares their values.
  • Women are excellent candidates for green products because they are concerned about ingredients and the use of pesticides.
  • Women aged 65+ are 32% more likely to report donating time and money to further green initiatives.

Cobrda will be joined at the conference by Margaret McAllister and Evelyn Olson Lamden of Red Kite Business Advisors to discuss their latest survey in a session entitled “Environistas: Can Women Consumers Push Green Into Black?

Other conference highlights include:

  • “Heroic Marketers Do More Than Promote” John Rooks and Alisa Conroy of The SOAP Group will demonstrate how to activate your brand, win fans instead of customers and bring sustainability and marketing together.
  • “Engaging Customers with a Successful Offset Program”
    Pete Davies of TerraPass and Lee Broughton of Enterprise Rent-A-Car will describe how the two organizations worked together to establish the country’s most popular carbon offset program.  
  • “We Will Never Be A Paperless Society”
    Carol Ott of Mohawk Fine Papers and Tom Pollack of Metafore will detail Mohawk’s commitment to sustainability, and how the company is developing partnerships with their stakeholders to educate and inform about responsible communications.

"Research shows that women are ready to buy green, today,” said Nan McCann, president of PME® Enterprises, LLC, producer of Good And Green®. “And their influence extends to family, friends, colleagues and board rooms. The marketer who connects with her unique characteristics, needs and buying behavior will have everything to gain and nothing to lose.”

Now in its third year, Good And Green®…The Green Marketing Conference is the premier national marketing conference designed to give senior brand marketers the resources they need to increase share and maximize ROI with today’s increasingly eco-savvy consumers.

The conference features new research, case studies, workshops and networking opportunities. In addition, one attendee will have an opportunity to win a copy of GfK Roper’s Green Gauge® Report, plus 21 complimentary consulting hours, worth approximately $20,000.

Good And Green®... The Green Marketing Conference is Presented By GfK Roper Consulting. The Title Sponsor is Cotton Inc. Associate Sponsors are: Avenue Marketing & Communications, The Brand Architect Group, Red Kite Business Advisors, EarthSense, MS&L and Clarke. Showcase Sponsors are: The Shelton Group, Capitol Cups, Scott® Naturals, Bee Leaf Bags, The SOAP Group, Mr. Ellie Pooh and GreenGraffiti. Workshop Sponsor is Mohawk Fine Papers. Affiliate Sponsor is LOHAS Forum. Carbon Offset Sponsor is TerraPass. Media Sponsor is Fast Company.

EDITORS: Visit for conference schedules and registration information.

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