It Really Has Gone Mainstream
09/10/2009 05:51
At the Sustainable Brands '09 conference in Monterey, Calif., early this summer, I couldn't help noticing how far green marketing has come since I started my consulting business in 1989. Back then, we didn't call what we did "sustainable branding"; we practiced "environmental" or simply "green" marketing. And we didn't have a conference to go to in Monterey!
The shift reflects the fact that the target demographic for green marketing is not the "educated women, 30-49, with children" of yesteryear, but one of many possible segments of a dynamic consumer base that now embraces 66% of all U.S. adults. Twenty years ago, many green ads featured daisies, babies, or images of the Earth from space.