I was listening to a report recently that determined that, rather than trying to save the planet by purchasing green cleaners, organic food and other green products, consumers generally are motivated by health- theirs and their children’s. This is, of course, a bit of a “duh’ for me, since I and most of my marketing colleagues came up with this conclusion awhile ago. But it is a boon to green brands trying to go mainstream.
Seventh Generation’s new ad campaign reflects this new marketing philosophy as it targets moms of young children. Organic baby food manufacturers find their business booming and major brands are extending their brands to include green offerings.
This of course leaves the deep green demographic in a quandary. What to do when your favorite green “hippie” brand goes mainstream? While this seems to be a question that marketers are pondering with great concern, I think it is perhaps overblown. There is a history of niche brands going mainstream. That’s more or less how this economy works. Smaller companies come up with great ideas. The idea gains traction. Big companies buy smaller companies in niche or start their own competition brand or small niche company hits the jackpot on their own and goes mainstream.
This is of course leaves a new niche to fill. Smaller companies can then spring up to meet the needs of the recently abandoned niche.That is, if you were thinking of starting a company marketing a product to the deep green consumer…now if the time.
Concurrently, as consumers across the country begin to understand the health benefits of going green, there are lots of opportunities to meet that need – in particular with the focus on moms of young children. Despite a bad economy and credit unavailable form the usual places, now is a great time to target the concerned about my kids consumer.
