WHO’S BUYING GREEN?
(SHELTON GROUP RESEARCH)
INDIFFERENTS
As the audience least interested in “green” messaging or saving the planet, this group might seem like a lost cause. Not so, if you can learn to speak their language. They tend to skew toward individualistic and absolutist thinking: Things are either right or wrong. Some brands are good. Others suck. Green labels are for people who drive Japanese cars and eat the garnish next to the hamburger. Talking about CO2 emissions and VOCs with them is like serenading a turnip. Stick to what they know.


HOW TO MARKET TO AN INDIFFERENT:
> Stick to established brands, and treat green features as mere extras that add value.
> Offer a lower price on green products with the same or better performance than conventional alternatives.
> Include big box store distribution.
> Emphasize features that increase self-sufficiency.
> Use humor.
> Avoid facts and figures and other “jargon” that smacks of an ivory tower education.

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