Going for the Green Marketing to the Cultural Creative
Who are Cultural Creatives? <ul><li>Early to mid-40s, college educated </li></ul><ul><li>Have average incomes of $53,000  ...
What are their Concerns? <ul><li>Primary concern: </li></ul><ul><ul><ul><ul><li>Personal development and self-actualizatio...
A Lifestyle of Health & Sustainability <ul><li>Cultural Creatives purchase from LoHaS companies </li></ul><ul><li>LoHaS ea...
Site Design Elements <ul><li>Products </li></ul><ul><li>Inspirational Messages </li></ul><ul><li>Enlightenment gurus </li>...
Site Design Temperament <ul><li>Connote an inviting lifestyle feeling </li></ul><ul><li>Informs user of trends in health, ...
 
 
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.

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Going for the Green - Marketing to the Cultural Creative

  1. 1. Going for the Green Marketing to the Cultural Creative
  2. 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. 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. 4. A Lifestyle of Health & 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. 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. 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. 9. Going for the Green Marketing to the Cultural Creative

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