When I presented at an OpenDialogue conference in Toronto last year, I did a fair bit of research into green consumers. Turns out they are just like everybody else: completely different.

From the deep green RAW NUTZ (Righteous And Willing Nature Unspoiling Total Zealots) to the fuzzy MOSS (Masses Of Sustainable Starters) and even the SCUM (Stubborn Comatose Undereducated Mainstream) all have their own hot-buttons for creative and messaging.

I took a look at some famous, not-so-famous and even infamous campaigns to see what might appeal to whom, and why. It’s all here in my handy whitepaper. If you’d like a copy, please email me and I’ll send one off. No matter what kind of green marketing consumer you are.

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