News & Insights

Connecting With the Green Consumer

December 5, 2010

Green consumers are on the rise and they are adopting eco-conscious behaviors to help keep a healthy planet; they recycle, buy eco-friendly brands and purchase organic products more than ever.

The 2010 ImagePower Green Brands Survey revealed that 75% of U.S. consumers feel it is somewhat or very important to buy brands from an environmentally friendly company. Nearly 4 in 10 consumers said they plan to spend more on green

products and services in the next year. Furthermore, 63% of consumers said that advertising about green products helps them make more informed purchasing decisions and understand the product benefits.

Being a green company or having green products is emerging as an important brand differentiator.  Below are a few tips to help you think green and connect with this consumer group:

  • Think of ways that your company can address local environmental issues and consumers’ concerns and/or interests.
  • Build a group in your organization to help you brainstorm and come up with new and authentic green products or services.
  • If you already have a green product or service, make sure you align your communication and messaging to consumers through the right advertising channels.

Looking to connect with green consumers in the Chicagoland area? Contact Chicago Tribune Media Group to get started.