Green Marketing

As you know, the world is evolving. We're undergoing a dramatic shift as consumers are behaving in more environmentally sustainable ways. Now, the data are beginning to illustrate the signs, as well as the opportunities for marketers.

Did you know?

• 89 percent of consumers choose brands aligned with a social cause.
• 74 percent listen to brands aligned with a social cause.
• 69 percent shop for brands aligned with a social cause.
• And 66 percent recommend brands aligned with a social cause.

If you're not taking a positive stance toward the environment in your marketing, you may be losing sales each and every day. The good thing is, AXIA has the experience to advise you on becoming a greener marketer, from public relations to corporate advertising to product design.

Of these consumers, Yankelovich research shows there are distinct market segments. Smart marketers should version their marketing to speak to each audience in a way that resonates.

• "Greenless" - 29 percent of the general population. These consumers are unmoved by environmental issues and alarms. When trying to reach these people, the primary motivator is cost savings.
• "Greenbits" - 19 percent of the general population. These consumers aren't emotionally involved in environmental issues but are doing a few things to help conserve our resources.
• "Greensteps" - 25 percent of the general population. These consumers are aware of the problem and are taking steps to improve the environment.
• "Greenspeaks" - 15 percent of the general population. These consumers talk a big game, but aren't really taking any real steps to improve the environment.
• "Green Enthusiasts" - 13 percent of the general population. Environmental concerns passionately move these enthusiasts. Of the 310 million people in the country, roughly 30 million people fall into this category. The demographics are as follows:
  • Higher income 30% > $100k
  • Better educated
  • Slightly younger than average
  • Skews female and racially mixed
  • Much heavier users of all information sources
  • 8 of 10 are willing to pay more for green products
  • Less price driven overall

AXIA worked with a global financial services company to implement GreenLight, an employee environmental program across more than 200 international and domestic offices. AXIA also partnered with a major Florida credit union to earn media coverage for its "Green Advantage" home and auto loan products and helped raise awareness for the first green-certified banking branch (see attached media coverage). Additionally, we helped launch "Green" initiatives for Australia's Macquarie Group, a Utah environmental land management company and a conglomerate group of 17 hotels, the first all "Green" hotel group in Northeast Florida.

According to the U.S. Green Building Council, more than half a million U.S. families, 40% more than 2004, now live in ENERGY STAR-qualified homes and are saving about $110 million annually cumulatively on their energy bills.

From all of us at AXIA, we hope you find this information valuable. We look forward to helping you solve your public relations and marketing challenges.

May 2008