WELCOME TO J. OTTMAN CONSULTING — PIONEERS IN GREEN MARKETING AND ECO INNOVATION SINCE 1989.
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A Smart New Way to Segment Green Consumers
Posted on February 06 2010 by Jacquelyn Ottman
When you target customers, it helps to know if they’re “dark green”, “light green” or “basic brown” in their attitudes, but, with so many green issues, products, and labels out there, it may be more relevant to your branding and communications to understand their personal green interests.
Ask: To which environmental organizations do members of our target audience belong (The Appalachian Mountain Club or Greenpeace)? Which types of vacations do they take (hiking or the beach)? Which environmental magazines and websites do they read or visit? (Sierra or Animal Fair?) Which types of products do they buy? (green fashions or …
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