Earthenterprise Tool Kit - International Institute for Sustainable ...

More documents

Recommendations

Info

EarthEnterprise Tool Kit TOOL Interpret the Demographics Based on the following chart, here are the key demographic implications for business. Demographics of the Green Market in North America United States Greens Near Greens Browns Income Index 1.21 1.07 0.75 Median Age 41 43 40 Executive/Professionals (%) 24 17 11 College Graduates (%) 27 20 11 Female (%) 58 52 50 Canada Greens Near Greens Browns Income Index 1.19 1.18 0.7 Median Age 38 41 44 Executive/Professionals (%) 22 20 8 College Graduates (%) 28 12 12 Female (%) 57 49 43 Mexico Greens Near Greens Browns Income Index N/A N/A N/A Median Age 30 29 30 Executive/Professionals (%) 14 16 10 College Graduates (%) 15 10 11 Female (%) 56 53 42 Source: 1992 Roper Poll in the U.S.,Canada,and Mexico. • The best green customers are people with more money to spend.Therefore, the most promising products for greening are at the higher end of the market. • The best outlets for selling green products are retail stores frequented by the upper middle class and the wealthy. In general, green consumers have the education and intellectual orientation to appreciate value; they will understand logical green appeals and evidence that supports environmental claims. 14 INTERNATIONAL INSTITUTE FOR SUSTAINABLE DEVELOPMENT
EarthEnterprise Tool Kit • The most responsive age group is young adults, many of whom are influenced by their children. • Women are a key target for greener products and often make purchases for men. Background to statistical categories 1. Income Index: ratio of median group income to median national income. Green consumers in the U.S. and Canada earn above average incomes. 2. Median Age: The data for Canada suggests that younger adults are more likely to be green than older people. The data for the U.S. and Mexico are not very conclusive (although more detailed results from the Roper Poll and other surveys show that green sensibilities are strongest among U.S. adults aged 30-45). Note: Research also shows that children and teenagers are the most sensitive to green issues. 3. Executive/Professionals: percentage of consumers in high skill, white collar professions. Professionals and executives tend to be greener consumers. 4. College Graduates: The data generally show that the more educated the person, the more likely he or she is to be a green consumer. 5. Female: The data show that women tend to be more green than men. Understanding the demographic basics about green consumers can help nongreen entrepreneurs explore the environmental market and home in on likely p ro s p e c t s . Those alre a dy in the business can better tailor outreach and communications to consumers. In the U. S., the age factor means a flourishing market as greener kids replace the less green elderly. Children and teens are generally much more concerned than adults about the environment and are more knowledgeable about green alternatives. Increasingly, they influence their parents’ purchasing decisions towards green and, more important, millions of them will reach adulthood and gain purchasing power in the next few years. At the opposite end of the age spectrum, Americans born before the end of World War II are the least green in consumer orientation. As they age, their share of consumer purchases will dwindle, and be replaced by consumers with a greener ethic. In Canada, children share very strong green concerns that influence their parents. Older people also tend to be relatively active green purchasers. The E nv i ronmental Monitor reports that green purc h a s i n g , “...does not va ry significantly among demographic and regional groups”.The Roper Poll, on the AVALANCHE MARKETS 15
Page 1 and 2: EarthEnterprise T O O L K I T MARKE
Page 3: EarthEnterprise T O O L K I T MARKE
Page 6 and 7: EarthEnterprise Tool Kit The Supply
Page 8 and 9: EarthEnterprise Tool Kit iv INTERNA
Page 10 and 11: EarthEnterprise Tool Kit vi INTERNA
Page 12 and 13: EarthEnterprise Tool Kit viii INTER
Page 14 and 15: EarthEnterprise Tool Kit • Doug M
Page 16 and 17: EarthEnterprise Tool Kit 2 INTERNAT
Page 18 and 19: EarthEnterprise Tool Kit sustainabl
Page 20 and 21: EarthEnterprise Tool Kit have all t
Page 22 and 23: EarthEnterprise Tool Kit 8 INTERNAT
Page 24 and 25: EarthEnterprise Tool Kit 10 INTERNA
Page 26 and 27: EarthEnterprise Tool Kit skills and
Page 30 and 31: EarthEnterprise Tool Kit TOOL other
Page 32 and 33: EarthEnterprise Tool Kit TOOL were
Page 34 and 35: EarthEnterprise Tool Kit G reen Sea
Page 36 and 37: EarthEnterprise Tool Kit TOOL TOOL
Page 38 and 39: EarthEnterprise Tool Kit involve pe
Page 40 and 41: EarthEnterprise Tool Kit • Levera
Page 42 and 43: EarthEnterprise Tool Kit TOOL video
Page 44 and 45: EarthEnterprise Tool Kit TOOL Paper
Page 46 and 47: EarthEnterprise Tool Kit TOOL TOOL
Page 48 and 49: EarthEnterprise Tool Kit • Are re
Page 50 and 51: EarthEnterprise Tool Kit The Global
Page 52 and 53: EarthEnterprise Tool Kit metropolit
Page 54 and 55: EarthEnterprise Tool Kit Council of
Page 56 and 57: EarthEnterprise Tool Kit 42 INTERNA
Page 58 and 59: EarthEnterprise Tool Kit following
Page 60 and 61: EarthEnterprise Tool Kit Among the
Page 62 and 63: EarthEnterprise Tool Kit TOOL the e
Page 64 and 65: EarthEnterprise Tool Kit Figure 1 T
Page 66 and 67: EarthEnterprise Tool Kit Figure 3 A
Page 68 and 69: EarthEnterprise Tool Kit Figure 5 F
Page 70 and 71: EarthEnterprise Tool Kit Technologi
Page 72 and 73: EarthEnterprise Tool Kit The Four G
Page 74 and 75: EarthEnterprise Tool Kit • Cosmet
Page 76 and 77: EarthEnterprise Tool Kit TOOL compe
Page 78 and 79:
EarthEnterprise Tool Kit Case Study
Page 80 and 81:
EarthEnterprise Tool Kit the operat
Page 82 and 83:
EarthEnterprise Tool Kit million fr
Page 84 and 85:
EarthEnterprise Tool Kit 70 INTERNA
Page 86 and 87:
Page 88 and 89:
EarthEnterprise Tool Kit As the eme
Page 90 and 91:
EarthEnterprise Tool Kit need to qu
Page 92 and 93:
EarthEnterprise Tool Kit Some of th
Page 94 and 95:
EarthEnterprise Tool Kit TOOL the i
Page 96 and 97:
EarthEnterprise Tool Kit access new
Page 98 and 99:
Page 100 and 101:
EarthEnterprise Tool Kit a company
Page 102 and 103:
EarthEnterprise Tool Kit technologi
Page 104 and 105:
EarthEnterprise Tool Kit Eco-Invest
Page 106 and 107:
EarthEnterprise Tool Kit TOOL emiss
Page 108 and 109:
EarthEnterprise Tool Kit Call Me Ro
Page 110 and 111:
EarthEnterprise Tool Kit TOOL refri
Page 112 and 113:
EarthEnterprise Tool Kit TOOL Lever
Page 114 and 115:
EarthEnterprise Tool Kit more than
Page 116 and 117:
EarthEnterprise Tool Kit systems, h
Page 118 and 119:
EarthEnterprise Tool Kit provide th
Page 120 and 121:
EarthEnterprise Tool Kit Profiles T
Page 122 and 123:
EarthEnterprise Tool Kit In this ro
Page 124 and 125:
EarthEnterprise Tool Kit 110 INTERN
Page 126 and 127:
Page 128 and 129:
EarthEnterprise Tool Kit book. Many
Page 130 and 131:
Page 132 and 133:
EarthEnterprise Tool Kit Marketing
Page 134 and 135:
EarthEnterprise Tool Kit • Genera
Page 136 and 137:
EarthEnterprise Tool Kit Green Mark
Page 138 and 139:
EarthEnterprise Tool Kit Membership
Page 140 and 141:
EarthEnterprise Tool Kit content pr
Page 142 and 143:
EarthEnterprise Tool Kit Directory
Page 144 and 145:
EarthEnterprise Tool Kit Buy Recycl
Page 146 and 147:
EarthEnterprise Tool Kit Environmen
Page 148 and 149:
EarthEnterprise Tool Kit British Co
Page 150 and 151:
EarthEnterprise Tool Kit Technology
Page 152 and 153:
EarthEnterprise Tool Kit • energy
Page 154 and 155:
EarthEnterprise Tool Kit • toxico
Page 156 and 157:
EarthEnterprise Tool Kit Newfoundla
Page 158 and 159:
EarthEnterprise Tool Kit Technology
Page 160 and 161:
EarthEnterprise Tool Kit Fax: (505)
Page 162 and 163:
EarthEnterprise Tool Kit National T
Page 164 and 165:
EarthEnterprise Tool Kit Sources of
Page 166 and 167:
EarthEnterprise Tool Kit networks,
Page 168 and 169:
EarthEnterprise Tool Kit Kingswood
Page 170 and 171:
EarthEnterprise Tool Kit technologi
Page 172 and 173:
EarthEnterprise Tool Kit entreprene
Page 174 and 175:
EarthEnterprise Tool Kit Calvert So
Page 176 and 177:
EarthEnterprise Tool Kit environmen
Page 178 and 179:
EarthEnterprise Tool Kit Patricof a
Page 180 and 181:
EarthEnterprise Tool Kit environmen
Page 182 and 183:
EarthEnterprise Tool Kit St. Lawren
Page 184 and 185:
EarthEnterprise Tool Kit alerts inv
Page 186 and 187:
EarthEnterprise Tool Kit Company En
Page 188:
There’s a new bottom line ahead f
show all

Earthenterprise Tool Kit - International Institute for Sustainable ...

Create successful ePaper yourself

Delete template?

Save as template?