There’s a lot of talk about “going green” but what’s really happening out there?
Research tells us that household shoppers and businesses alike want to be more sustainable, but is that materialising at the cash register? Yes. The market for sustainable goods and services is growing, the LOHAS (Lifestyles of Health and Sustainability) segment was worth around $19 Billion in Australia during 2009 and is on the march upward (Source www.lohas.com.au Living LOHAS© report - Mobium Group).A strong case for green business
There is growing empirical evidence that being genuinely engaged as a sustainable brand has major benefits. A recent study by ATKEARNY found most companies that focused on sustainability out performed their peers. Add to this findings by leading Australian research company Nielsen highlighting that almost two-thirds of consumers purposefully avoid specific companies because of concerns about their impact on people or society, and you've got a solid business case for firstly building and then communicating your green credentials.What we also know
Is that in many cases the purchaser of sustainable goods and services are educated mothers with young children. This B2C segment is focused on health, safety and the future, and is possibility responsible for the predicted growth in organic farming (+15.1%) forecast for 2011 (Australia IBISWorld), making it the fastest growing industry by nearly double. It is also this segment that is the core target demographic for consumer goods and services in the green space.Green marketing in the business to business or B2B segment is fast catching up in sophistication to the more brand orientated B2C segment. But the rules are changing, and the way in which B2B brands engage the market is far more "solutions" based than "product orientated". Who is the market? Visit our B2B page for the details.
Australian research
Findings from Australian research group Nielsen found the following:- 68 per cent of consumers are willing to pay more for products from companies who support worthy causes concerned with the environment
- Almost two-thirds saying they purposefully avoid specific companies because of concerns about their impact on people or society
- Most important though are the 63 per cent who would like companies to explain more about the difference they are making in order to support them
Our research services
We offer both qualitative and quantitative research specifically designed for clients. We develop and questions, format, method, recruitment and conduct the groups with DVD and audio recording. Our clients are presented with a full report with conclusions and recommendations.- Focus groups
- Research reports
- Media monitoring
- Qualitative
- Quantitive
- Survey design
- Survey analysis
- Competitor analysis
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Our articles from the
ninemsn money pages
Green Marketing for Small Business
How to Avoid Greenwashing
Green is Not Enough to Win Customers
ninemsn money pages
Green Marketing for Small Business
How to Avoid Greenwashing
Green is Not Enough to Win Customers
RECENT CLIENTS
GreenBox Technology
Australian Conservation Foundation
Viro Rewards
NSW Dept. of Environment, Climate Change and Water
Wednesday Homes
MyGreenProfile
Harmoni Organics
Review Client Testimonials
Australian Conservation Foundation
Viro Rewards
NSW Dept. of Environment, Climate Change and Water
Wednesday Homes
MyGreenProfile
Harmoni Organics
Review Client Testimonials