WHO’S BUYING GREEN?
(SHELTON GROUP RESEARCH)
SEEKERS
You might look at Seekers as Actives in the making: somewhat younger and more “small circle” in ideology. This group is deeply absorbed with home life and a family lifestyle, often involving children. While Seekers are interested in green living and saving energy, they’re not focused on environmental issues. Only half believe in global warming. More important to them than melting glaciers is keeping their family well fed, entertained and safe. They’re open to buying green products, but only if those purchases satisfy more personal, immediate needs.
HOW TO MARKET TO AN SEEKER:
> Rely on known, trusted brand names to put her at ease
> Align your brand with “good for the family” concepts
> Avoid high-minded jargon and “keep it real”
> Reach her through traditional media: TV, radio and magazines.
> Make sure your product is seen as equal to or better than conventional brands, and available through retail outlets.
> Tout the reputation and values of your company as being about more than money.
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