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• True Brown: This consumer segment is not environmentally conscious and may in fact have <br />negative attitudes about the Green movement. True Browns represent an opportunity for <br />marketers. Those who know how to connect with True Browns today are more likely to <br />foster long-term relationships with these consumers. Then, as True Browns migrate to the <br />environmentally friendly segments, marketers will benefit from enhanced brand loyalty <br />and support. <br />True Browns are ambitious and status -driven adults who value entertainment and social <br />life. Self-confident, they value individualism and self-discovery. They also have to make <br />decisions quickly and prefer everything to be accessible, quick and easy. Interestingly, 60 <br />percent of them express concern about the future of our environment. <br />The True Brown consumer group consists of 34 million people and represents 11 percent <br />of the total adult population. It is the smallest of the four segments, and there is a <br />declining trend, indicating that consumers in this group are moving into one of the other <br />three environmental segments as ecological consciousness grows. <br />Segment Snapshot: <br />• Mainly young, established adults <br />• Education ranges from high school through postgraduate studies <br />• High incomes <br />• Typically single or married <br />• Likely to own their homes <br />• Conservative <br />• Shopping behavior - impulse shoppers <br />How to Reach Them: Marketers who desire to reach True Brown consumers will be best <br />served by presenting their cases with a quick, easy and accessible approach. Product and <br />service information should offer unambiguous, concise calls to action. Marketers also <br />should consider using multiple media channels to influence a True Brown. <br />Source: http://www.experian.com/small-business/green-consumer.jsp <br />13 <br />GROW WITH US. 1-888-2BUXTON buxton@buxtonco.com I www.buxtonco.com <br />Buxton9 <br />