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Going for the Green - Marketing to the Cultural Creative
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Going for the Green - Marketing to the Cultural Creative

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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.

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Transcript

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