This is such a welcome trend to see educated, environmntally concious consumers, making their choices based upon their concern for our planet and each other. A recent rmarketing eport from Unity Marketing has clearly indentified the luxury market is responding to the green market and it is not a fad or trendy short lived part of the economy. With gas prices exploding and climate change being a real concern not just the treehuggers and fashion challenged granola-heads are voting with their consuming choices and pocket books. Here is an excerpt from the article:
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The Luxury Market Is Going Green — Luxury Brands Can’t Afford to Ignore It
Unity Marketing’s latest trend report uncovers strategies for targeting the affluent “Green” consumer
Stevens, PA June 6, 2008 — The typical ‘green’ consumer is no longer certain to be a fashion-challenged, granola-crunching wearer of Birkenstocks. Today, the consumer looking to go green is increasingly likely to be an affluent professional woman wearing an eco-friendly and animal-free Stella McCartney suit and satin shoes. And if you want her dollars and her loyalty, you need to pay attention to the priorities she finds important when making her selection of luxury goods and services.
Green luxury consumers look for social responsibility before making a purchase
According to Unity Marketing’s latest trend report on luxury, Green Marketing and the Luxury Consumer, luxury consumers are concerned about the environmental issues that hit closest to home, citing fuel and energy shortages and the use of renewable energy sources as top concerns. “With gas prices at $4 a gallon — and this might be the summer low — even the affluent find it hard to ignore the impact of filling your tank a couple of times a week,” says Pam Danziger, president of Unity Marketing and author of Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience.
However, luxury consumers are also looking beyond themir pocketbooks to larger issues, like protecting the environment, global warming and avoiding water and air pollution. And the leaders on these issues are affluent women.
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There is a $230 billion marketplace that exists for products and services that meet the needs of consumers who buy based on their personal, social and environmental values. This marketplace is predicted to grow to $845 billion by 2015! Here is Colette Chandler, Green Marketing expert, talking about the effects of Green Marketing and how consumer trends are driving profit… GO GREEN!
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So going green and having some green now go together. It is great to see how the power of one person making green choices with their consuming can in deed change the world. I think another major shift is happening in the choices for the quality of the foods we eat. Qrganic, non-irradiated, Monsanto-free foods should be the norm. If the corporate strangle hold of our FDA drives their decisions… we can undernine the corporations by what we are willing to purchase…. one person… one purchase at a time… :~)
Peace,
Bruce
Can Green Consumers & Industries
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Why Say Yes to Green?
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An interview with Professor Bebo White regarding the SayYesToGreen.org initative…
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