Small businesses selling green products have become a growing business community. At the same time businesses dealing in general products are increasing the percentage of green products they are offering.

Robert Piller, President of Eco Marketing Solutions, says his company, which produces custom printed eco-friendly products for retail, has seen a record number of retailers increasing their product mix to include green products. He states, “Last year, we had many retailers, both small and independent accounts, as well as major national chains, begin to increase the number of recycled and biodegradable items in their product mix and planograms. From recycled tote bags to biodegradable and reusable drinkware—insulated tumblers, stainless steel bottles and ceramic mugs, we saw a 36% increase in same store sales to these accounts.”

The following information is designed to enable local companies to recognize green opportunities and to better market to the green consumer.

How to Identify the Green Consumer?

While the truth remains that all green consumers are not the same, knowledge of a few of traits they have in common will enable businesses to make a more careful study of the market for eco-friendly products and services.

The International Institute for Sustainable Development (IISD) has described the mind sets and beliefs that these green customers have in common to be:

• Committed to green ways of living.
• Aware of their ecological practices and the impact they have.
• Dedicated to businesses incorporating green practices.
• Exaggerate their green practices.
• Desire an easy environmental protection
• Do not trust environmental declarations of companies
• Not knowledgeable regarding ecological issues but willing to find out.

The IISD presents a few broad overviews about the demographic traits of green consumers.
• Majority are young adults who have been influenced by their children
• Women are the primary target consumers. Often they purchase for the men.
• The ideal green consumer is one having the money to spend.
• The consumers who are least green are the ones born before 1950

According to an organization of UK named Green Futures, three out of ten adults in USA are considered green consumers at present.

To meet with success in this marketplace it’s essential to make the environmental characteristics of the products such that they appeal to the target consumers’ lifestyles.

Selling to Green Consumers

Green consumers make more purchases on the basis of the information they have about the item and the manufacturer than on an appealing promotion campaign.

Reach out to the green consumer through improved education, which can include such facts as:
• country of origin
• production method
• composition of material
• method of transportation
• locality of production
• energy savings or waste reduction gained by using product or service

Offering new green products can take your business to another level. Be sure to walk the walk, and talk the talk to be more transparent to your customers.

Here’s to a greener tomorrow, today.
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Robert Piller, experienced in green marketing campaigns and environmentally-friendly promotional products. His web site includes a comprehensive eco-friendly advertising specialty search, featuring over 250,000 eco promotional items in all price ranges, for any business or organization interested in going green. The site’s handy search tool helps you easily find recyclable, biodegradable, organic or recycled imprinted promotional items in your price range and time frame. View the Go Green website at EcoMarketingSolutions.com and comment on his blog postings at GreenSpotBlog.com.