Brands can no longer rely on “dark green”, hyper-ethical consumers to drive the growth of sustainability, but must engage a broad swathe of consumers making up 30 percent of the market, according to new research.
Brand consulting firm BBMG said a group of 70 million shoppers branded “New Consumers”, making up 30 percent of the U.S. population, will help sustainable brands to enter the mainstream while forcing large brands to accelerate their adoption of environmental initiatives.
These shoppers are “values aspirational” because they are as interested in sustainability as the hard-core “dark green” consumers. But they are also “practical purchasers” because they are forced to make pragmatic trade-offs every day, according to the BBMG report, Unleashed: How New Consumers Will Revolutionize Brands and Scale Sustainability. Read more...
Brand consulting firm BBMG said a group of 70 million shoppers branded “New Consumers”, making up 30 percent of the U.S. population, will help sustainable brands to enter the mainstream while forcing large brands to accelerate their adoption of environmental initiatives.
These shoppers are “values aspirational” because they are as interested in sustainability as the hard-core “dark green” consumers. But they are also “practical purchasers” because they are forced to make pragmatic trade-offs every day, according to the BBMG report, Unleashed: How New Consumers Will Revolutionize Brands and Scale Sustainability. Read more...
No comments:
Post a Comment