The document discusses strategies for marketing sustainable products to women. It notes that women control the majority of consumer spending and outlines obstacles to green purchasing like cost, quality concerns, confusion, and lack of availability. It then provides solutions for brands, such as making sustainability claims transparent and third-party verified, explaining higher costs and benefits, and funding initiatives for the environment. Overall brands that authentically promote sustainability while addressing women's priorities could find financial success in the growing green market.
12. Who Are We?
Concerned Caretakers
• Toxins in utero
• Body burden
• Victims of environmental disasters
• More heart attacks
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13. Who Are We?
Green Consumers
• 50% want more green choices
(Frank About Women, G&G, 2007)
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14. Goal
Use purse to protect
the planet
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15. Question
Will we buy?
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16. Obstacles – What?
Cost:
• Greener products too
expensive for 74%
(GfK Roper 2007)
• I don’t have enough
money!
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17. Obstacles – What?
Cost:
• Greener products too
expensive for 74%
(GfK Roper 2007)
• I don’t have enough
money! Susan
• 60’s
• 2 daughters
• WDC
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18. The Money Pit
The Biggest Concerns
• Money, health and body image
• 54% worry about losing house
or not being able to pay rent
(Publicis)
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19. Obstacles – What?
Quality:
• “Greener products don’t
work well” say 61%
(GfK Roper 2007)
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20. Obstacles – What?
Quality:
• “Greener products don’t
work well” say 61%
(GfK Roper 2007)
Robyn
• 30’s
• Single
• WDC
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21. Green STINKS!
• CFLs
• Organic cotton clothes
• Paper
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23. It’s Confusing!
• “As much as terms have been tossed around, many people
… are unclear as to what they mean.”
• “Eco-friendly, fuel-efficient, biodegradable, natural are used
in different categories to emphasize green, but can confuse
and cloud the mind of consumers.”
(Landor Study)
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26. Obstacles – Why?
Producers’ Credibility Gap
“Almost all companies are saying that they are
environmentally-friendly, and it’s hard to know
who’s telling the truth.”
• General Public – 77%
• LOHAS Consumers – 88%
(NMI – 2007 LOHAS Consumer Trends Database)
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27. Obstacles – Why?
Producers’ Credibility Gap
• Over promise / Under deliver
“Compostable” water bottles?
I don’t think so!!
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28. Obstacles – Why?
Producers’ Credibility Gap
• Over promise / Under deliver
• Myths percolate, perpetuate
“Compact fluorescent bulbs could kill me!”
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29. Obstacles
Producers’ Credibility Gap
• Over promise / Under deliver
• Myths percolate, perpetuate
• Intangible vs. tangible
“Better environment” vs.
Packaging
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30. Negative “Word of Mouth”
• “Brands better at figuring out
what I want/need” – 53%
• “Advertisers don’t
understand me” – 72%
(Publicis)
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31. Negative “Word of Mouth”
• “Brands better at figuring out
what I want/need” – 53%
• “Advertisers don’t
understand me” – 72%
(Publicis)
Mandy
• 40’s
• 3 kids
• Bethesda, MD
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32. Why Does “WOM” Matter?
• For average business, every 1 point increase
in WOM advocacy = £8.2 mm sales increase
• 1% reduction in negative WOM = £24.84 mm
in additional revenues
(London School of Economics)
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33. Why Does “WOM” Matter?
• Brands with the most conversations in their
category grow 4x faster than the category
average (LSE)
• Increasing conversations by 12% doubles
sales growth (Bain)
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34. Look Who’s Talking!
Conversation is how women get, give information
8,000 20,00
words vs. 0 words
per day per day
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35. Look Who’s Talking!
Women
• Not just in person:
36.2 million in the
blogosphere (15.1
million write own
blogs; 21.1 million
read, comment)
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36. What are we saying?
Women
• 84% tell others when they’ve
had a great brand experience
• 75% “often or all the time” talk
about brands they feel
strongly about
• 50% will tell people about
brands they love even when
not asked
(Publicis)
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37. What Are We Saying?
Men Women
• product reviews, • product advice,
news reports lifestyle
suggestions
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45. Solutions
Make choice easy
• 3rd party certification
• LCA sustainability standards
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46. Solutions
Tell it like it is – at point
of purchase, online
• Admit you’re better, not perfect
• Explain higher costs…and
higher benefits
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47. Solutions
Tell it like it is – at point
of purchase, online
• Admit you’re better, not perfect
• Explain higher costs…and
higher benefits Sue
• 40’s
• 2 kids
• Suburban MD
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49. Who’s Doing It Right?
Best Buy – “Jill” store, Eden Prairie
• Re-designed store environment
– Earth-toned carpeting, toned-down music
– Hired more female employees
– Trained all employees how to talk with women
• Open-ended questions, aimed at creating
conversations
• “Month after month, ranks top in nation, based on sales
& profits”
• Expanded concept nationwide
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50. Who’s Doing It Right?
Bon Ami
• Cleans almost everything
• Nothing toxic
• Third-party verified
• Affordable
• Transparent communications
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51. Who’s Doing It Right?
Stonyfield Farms
• fossil-fuel free
• third-party verified
• satisfies real need
• creates community
• built-in philanthropy
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52. Who’s Doing It Right?
Forbo Marmoleum
Flooring
•SMaRT Certified
•Transparent info
•Cost-effective (replace a
tile vs. the whole floor)
•Positive word-of-mouth
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53. What’s In It For You?
Make money
• LOHAS market: $209 Billion
• P&G: $20 Billion by 2013
Save money
• Wal-Mart: $10B through less packaging
Brand Expansion & Consumer Loyalty
• Clorox Green Works: Jan to Mar 2008 $6M
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54. What’s In It For Us?
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55. How to make a green brand:
• Promote 20% less
• Get certified
• Walk the walk
• Tell it like it is
• Fund the transition
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