While glamour greens and – in future again – eco-actives will provide the most opportunities for growth, all three strands of transformation can be successfully supported through tailored transaction and communication.
Eco-actives want to make a difference – it’s their intrinsic motivation. Packaging continues to be a key differentiator along with product performance, eco-innovation and -perfection. Empowerment, communicating sustainability as a joint effort as well as reward programs will back customer loyalty.
Those shoppers focused on saving money should get opportunities to be green by slipstream. This can be achieved though communication, for example, on food preparation, saving energy, avoiding waste, storage and expiration dates. Single promotions will most likely be more successful than multi-buy offerings.
Glamour greens like to show off and get reassurance for their goodness as well as excuses for “guilt-free cheating”. In some areas, when it comes to sustainability seals or veganism, for example, their behavior could well be described as obsessive. To target this group, it is also important to combine convenience and eco-consciousness such as in green fast food.
