Green Gauge 452
Conscious Consumers 455
Cultural Creatives 457
What is Marketing? 458
What to say (and Not) 463
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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), 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.