Declaring Results

LOHAS 451

Green Gauge 452

Conscious Consumers 455

Cultural Creatives 457

What is Marketing? 458

What to say (and Not) 463

449

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f results are so difficult to measure, how can we begin to declare them?

This is an important question, and it’s at the heart of those charging organizations with “greenwashing.” As we’ve seen, the issues are complex and often counterintuitive. In order to make reasonable claims, it’s important to ar­ticulate benefits carefully and clearly within the context of the audience we address.

There are many different ways of describing the market for sustainable products, services, brands, and messaging. For sure, this market is growing, if only due to rising concerns over ef­ficiency and health care. The number of people who respond to environmental and social issues is still quite small, however. Depend­ing on how this market is measured—and by whom—it’s still well under 20 percent of the total consumer public. Some of the most popu­lar segments include LOHAS (Lifestyles of Health and Sustainability),[82] The Green Gauge

Report,2 Conscious Consumers, and the Cul­tural Creatives. Each is backed by a separate body of research, and for the most part each describes a very similar segmentation of cus­tomers. It depends to whom you are speaking.