Your SlideShare is downloading. ×
0
Going for the Green - Marketing to the Cultural Creative
Going for the Green - Marketing to the Cultural Creative
Going for the Green - Marketing to the Cultural Creative
Going for the Green - Marketing to the Cultural Creative
Going for the Green - Marketing to the Cultural Creative
Going for the Green - Marketing to the Cultural Creative
Going for the Green - Marketing to the Cultural Creative
Going for the Green - Marketing to the Cultural Creative
Going for the Green - Marketing to the Cultural Creative
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Going for the Green - Marketing to the Cultural Creative

1,518

Published on

A presentation prepared for Market America in preparation for a push towards marketing to the "green and clean" demographic.

A presentation prepared for Market America in preparation for a push towards marketing to the "green and clean" demographic.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,518
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Going for the Green Marketing to the Cultural Creative
  • 2. Who are Cultural Creatives? <ul><li>Early to mid-40s, college educated </li></ul><ul><li>Have average incomes of $53,000 [2006] </li></ul><ul><li>Live a lifestyle of “health and sustainability” </li></ul><ul><li>Are spiritually motivated and committed to personal growth </li></ul><ul><li>Entrepreneurs of this segment are defined as “innerpreneurs” </li></ul><ul><li>Use their business to find personal fulfillment (creatively, </li></ul><ul><li>spiritually, emotionally) and create social change </li></ul>
  • 3. What are their Concerns? <ul><li>Primary concern: </li></ul><ul><ul><ul><ul><li>Personal development and self-actualization </li></ul></ul></ul></ul><ul><li>General concerns: </li></ul><ul><ul><ul><ul><li>Green housing supplies </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Alternative healthcare </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Organic food and clothing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Cosmetics and personal care products </li></ul></ul></ul></ul><ul><li>Align with these social responsibility issues: </li></ul><ul><ul><ul><ul><li>Gender equality </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Violence and abuse </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Education and children </li></ul></ul></ul></ul>
  • 4. A Lifestyle of Health &amp; Sustainability <ul><li>Cultural Creatives purchase from LoHaS companies </li></ul><ul><li>LoHaS earn $230 billion a year and $500 billion worldwide </li></ul><ul><li>LoHaS are growing an average of 10% a year </li></ul><ul><li>Personal health comprises more than half of all LOHAS marketplace sales - a total market value of $118 billion. </li></ul><ul><li>[2005 stats] </li></ul>“ LoHaS”
  • 5. Site Design Elements <ul><li>Products </li></ul><ul><li>Inspirational Messages </li></ul><ul><li>Enlightenment gurus </li></ul><ul><li>Treads/healthcare </li></ul><ul><li>Global News </li></ul><ul><li>Travel </li></ul><ul><li>Fitness </li></ul><ul><li>Personal Care </li></ul><ul><li>Green-organic </li></ul><ul><li>Eco-tourism </li></ul>
  • 6. Site Design Temperament <ul><li>Connote an inviting lifestyle feeling </li></ul><ul><li>Informs user of trends in health, wellness, spirit </li></ul><ul><li>Products and information will blend as one </li></ul>
  • 7. &nbsp;
  • 8. &nbsp;
  • 9. Going for the Green Marketing to the Cultural Creative

×