B2B / Business to business — the growing green segment

With all the fuss around green marketing in the business to consumer segment, it's easy to overlook the growth in sustainable marketing in the business to business category. B2B marketing has traditionally been based on direct selling with little focus on branding or "experience", unlike B2C marketing which almost wholly relies on branding.

However, the lines now have blurred and it's our philosophy to shift B2B focus from product "selling" to a solutions based experience, and this shift requires a more integrated marketing approach, similar to what we would recommend for B2C marketing, with obvious nuances in creative and media strategy. Learn more about our marketing services >>>

The target market

The term LOHAS (Lifestyles of Health and Sustainability) is a key market segment for businesses marketing products to "green" consumers" or B2C. The LOHAS segment is responsible for many purchases of products and services ranging from fuel efficient cars to grey water safe washing detergent, and is worth around $19 billion in Australia each year, and is growing.

But what about businesses whose clients are other businesses (B2B)? Is there a similar and easily defined target market? While not as easily identifiable as LOHAS, there is a market. That market is naturally other businesses who have some kind of sustainability model. These are sometimes referred to as 3BLs, or companies with a triple bottom line or 3 Pillars (People, planet, profit.)

We work with our B2B clients to ensure their business has not only the right message, told in the right way, but also told to those most likely to listen. Make contact today and get a greater slice of the market. Learn more about our solutions >>>