Conscious Consumers

BBMG provides us with yet another segmen­tation about the buying concerns of U. S. con­sumers, but it focuses more on overall social values and not merely those of environmental concerns. This difference starts to provide a more complete picture of buying values across a wider spectrum of issues. Like the two cited previously, their four […]

Green Gauge

Another segmentation, Green Gauge, comes from GfK Roper Consulting, and it describes five groups, based on their buying behavior around environmental concerns (see Figure 18.1). This is probably the longest-running sur­vey of “green” perceptions, and it has shown FIGURE 18.1. /И http://flickr. com/photos/rosenfeldmedia/3273317718 The Green Gauge market segments. a lot of change just in the […]


The LOHAS segment comes from an industry group by the same name. It segments consum­ers into five groups, based on the degree of their commitment to sustainability issues when purchasing products and services: • 17% LOHAS (the most committed consumers) • 21% Naturalites (concerned most of the time, especially for natural and organic foods, but […]

Declaring Results

LOHAS 451 Green Gauge 452 Conscious Consumers 455 Cultural Creatives 457 What is Marketing? 458 What to say (and Not) 463 449 Enter code DITPDE for 15% off any Rosenfeld Media product directlypurchased from our site: http:Zrosenfeldmedia. com f results are so difficult to measure, how can we begin to declare them? This is an […]

Reveal Rating System

I’ve learned a lot about rating and labeling sys­tems working on my own solution. Beginning in 2002, I started designing label solutions for making the complex criteria involved across the sustainability spectra clear for consumers in a shopping environment. My aim was to make it easy to compare products and services in the same categories, […]

Label Types

Type I labels are product seals licensed by gov­ernments or third-party private entities based on a multitude of criteria or impact. For ex­ample, the U. S.-based Green Seal or Sweden’s Nordic Swan Type I seals can vary substan­tially in their criteria, which may or may not be known or understood by customers. Type II labels […]

Other Ratings and Metrics

There is a lot of hope for creating far-reaching standards for rating and labeling of products and services along sustainability criteria. Some standards focus only on the environmental as­pects, some only on the social and governance criteria, some attempt to comingle them, and others hope to allow customers to mix their own ratios. For all […]

Balanced Scorecard

In 1993, Robert S. Kaplan, a professor at Harvard, and David P. Norton created the Balanced Scorecard approach to measuring corporate performance. Beginning with the publishing of their book, six years later, this became a rapidly adopted and popular ap­proach. In particular, their approach was de­signed to measure financial (and some human) capital performance against […]

Global Reporting Framework

One of the most popular sustainability mea­sures, at least for social and governance issues in corporate policy, is the Global Reporting Framework.[76] This standard, defined by the Global Reporting Initiative, is one of the few widely-recognized frameworks for reporting corporate-level policies. Covive, a San Francis­co-based design firm, has created an excellent summary of this framework […]


Global Reporting Framework 433 Balanced scorecard 435 other ratings and metrics 436 Label types 440 reveal rating system 443 426 Enter code DITPDE for 15% off any Rosenfeld Media product directlypurchased from our site: http://rosenfeldmedia. com A s we learned in the discussion of frame­works in Chapter з (especially for LCA and SROI), not only […]