We are pleased to share this post from the Green Economy Post: Getting beneath consumer segmentation and identifying attitudes and values that impact green consumer behavior by Sofia Ribeiro, Founder of Kiwano Marketing. http://greeneconomypost.com/sb10-consumer-attitudes-eco-moms-10535.htm
The EcoFocus research reports that four out of five Americans surveyed agree that “a cleaner planet starts at home”. This means brand managers have to think about innovation that reaches beyond green and the goal of having as little impact as possible to the more ambitious goal of having a positive impact. Messages, products and packaging need to reflect Restore, Renew and Replenish (blue thinking) rather than just Recycle, Reduce, and Reuse (green thinking).