Regulations and corporate social responsibility have increased many companies' sustainability initiatives—before consumers have demanded them. Still, while only one-third of consumers are "much more concerned" about the environment than they were one year ago, 13 percent of consumers are "strongly concerned." Manufacturers and retailers should target this seemingly small percentage of consumers, as they represent nearly 30 million Americans. To capitalize on the environmental initiatives these companies have already undertaken, a "green" marketing strategy which includes conveying economic benefits to the consumer, as well as real benefits for the environment, could expand the "strongly concerned" consumer base. The appeal could be to the consumers' heart and head, as well as their pocketbook.
Source: www.mediapost.com
