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• Think Green: This segment is concerned about the future of the environment and over <br />the past three years the number of Think Greens, consumers who think Green but do <br />not necessarily act Green, has increased by more than 4 million. This consumer group <br />consists of 48 million adults and represents 22 percent of the total adult population - or <br />twice the market share of True Browns, the least environmentally conscious and most <br />distrustful of Green causes. <br />Think Greens have an active role in their health, trying to stay active and eat healthy. Home <br />is important to them; they like to make their place homey and spend time decorating and <br />remodeling. Their children are grown up so they have more free time to pursue their <br />interests. They like to travel and continue learning. <br />Segment Snapshot: <br />• Established and mid-life adults <br />• College graduates or higher degrees <br />• High incomes <br />• Typically married <br />• Likely to own their homes <br />• Liberal or conservative <br />• Shopping behavior - brand loyalists and informed consumerss <br />How to Reach Them: In reaching out to Think Green consumers, marketers are best <br />served by a strategy that contains a strong educational component. Providing information <br />to these people while they are still early in the evaluation process is more likely to yield <br />brand loyalty when they move to the purchase phase. Traditional media outlets such as <br />direct marketing will fulfill a Think Green's desire to understand. <br />11 <br />GROW WITH US. 1-888-2BUXTON buxton@buxtonco.com I www.buxtonco.com <br />Buxton9 <br />