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

1,506

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
1,506
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?
    • 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

×