| | "When it comes to green, changing attitudes is an incidental benefit. The essential goal is to get people to act green, whether they think green or not. In a political and economic environment that is forcing companies to become more ecologically friendly, marketers need green consumers." J. Walker Smith Productivity: The Green Imperative, MediaPost |
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Experian Simmons GreenAwareTM is a green segmentation targeting system designed to help you win in a marketplace estimated at $500 billion in 2008. Experian Simmons' Green Segmentation Profiles include not just behavior but also attitudes, opinions, lifestyles and media usage. Based on the distinctive mindset of consumers towards the environment, they can help marketers better understand four distinct consumer segments:
- Behavioral Green Segment: This group of people thinks and acts green. They have negative attitudes towards products that pollute and incorporate green practices on a regular basis.
- Think Green Segment: This group of people thinks green, but does not necessarily act green.
- Potential Green Segment: This group neither behaves nor thinks along particularly environmentally conscious lines and remains on the fence about key green issues.
- True Brown Segment: They are not environmentally conscious, and may in fact have negative attitudes about environmental issues.
The Experian Simmons GreenAware system is available in the NCS Spring 2007 Full Year release. Segments can be profiled against the 450+ product categories, 8,000+ brands, 600+ psychographics and all mass media in the National Consumer Study and Simmons Local Market Services.
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