This page contains a Flash digital edition of a book.
WHO’S BUYING GREEN?
(SHELTON GROUP RESEARCH)
ACTIVES
If you have a genuine green product, with a solid pedigree, this demographic group is willing to hear your pitch. Well educated, ethical and deeply concerned about the earth, people with this worldview are willing to put their money where their beliefs are. Note that this niche skews somewhat female and includes many ethnic groups. Beware false advertising. You had better have your facts straight AND your heart in the right place if you hope to capture and keep these sophisticated green advocates.


HOW TO MARKET TO AN ACTIVE:
> Emphasize brands that are “authentically green, especially in categories where she has no brand loyalty.
> Use language that stresses the positive, not fear or concern.
> Tout health benefits.
> Tie the brand to greater cause, a bigger idea.
> Appeal to her personal identity.
> Reach her online and tie to social media community.

Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76