Published on April 27th, 2008
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According to the report, Trends in Trademarks, applications for patents on trademarks, logos and taglines reached an all time high in 2007. And chief among the requests…those related to green business.
New filings with the U.S. Patent and Trademark Office in 2007 topped 300,00 beating the previous record of 289000 in 2000, driven in part by new marks for eco-friendly products. The word GREEN was the most popular vehicle for communicating environmental friendliness. Applications more than doubled in 2007, increasing from 1100 to over 2400.
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Published on April 22nd, 2008
SCA poll by Harris Interactive, conducted in the beginning of April, found that consumers were definitely willing to pay more for green products…up to almost 20% more.
Good news for green businesses. But, take a little closer look at the findings.
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Published on April 16th, 2008
A recent article in Business Green discusses several ways of classifying the green consumer and the issues related to reaching them. Though demographics, the tried and true way of sorting out consumers into groups by income, age, education, etc. works well in some categories, it’s not as helpful in segmenting green consumers.
Enter Psychographics, often used by niche marketers, it can be an effective tool for eco entrepreneurs.
- Demographics looks at characteristics of people that include age, income, education, occupation, household size, home ownership and home value, among other factors.
- Psychographics delves deeper into people’s lifestyles and behaviors, including their interests and values.
While segments of green consumers vary according to the source you use (check out this hilarious post that outlines some of them) I’ll use the Natural Marketing Institute’s labels for LOHAS ( lifestyles of health and sustainability) consumers.
- LOHAS — very progressive on environment and society, looking for ways to do more; not too concerned about price (16%).
- Naturalites — primarily concerned about personal health and wellness, and use many natural products; would like to do more to protect the environment (25%).
- Conventionals — practical, like to see the results of what they do; interested in green products that make sense (e.g., save money) in the long run (23%).
- Drifters — not too concerned about environment, figuring we’ve got time to fix environmental problems; don’t necessarily buy a lot of green products, though may like to “be seen” in Whole Foods to enhance their image (23%).
- Unconcerned — have other priorities, not really sure what green products are available, and probably wouldn’t be interested anyway; they buy products strictly on price, value, quality, and convenience (23%).
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Published on April 14th, 2008
Couponing is a strategy employed by almost all big packaged goods companies to increase trial and to encourage increased usage. Though most marketing managers today haven’t managed during a recession before, many are now learning the value of coupons during a downturn too.
A recent ICOM study of U.S. shoppers found that two-thirds said they are more likely or somewhat more likely to use coupons during a recession. Well, the recession is here and eco-entrepreneurs should consider using this effective promotional tool.
“The consumer incentive certainly is there,” said Peter Meyers, ICOM marketing vice president. “Look at it this way: households of two adults and two children who use coupons wisely can save 25% on their grocery bill annually, without cutting purchases. That saves $2,400 a year based on a typical $800 a month grocery spend, which outstrips the $1,800 economic stimulus check this family has coming in May from Washington.”
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Published on April 14th, 2008
Watching the news and reading the popular press you’d think that the interest in organic products is so high that simply making your idea for a new product a reality ensures success. Not so fast.
One of the biggest fallacies in popular folklore is:
“Make a better mousetrap and the world will beat a path to your door.”
In reality, over 90% of businesses fail within the first five years, even the ones with really great ideas. Good execution beats originality any day. And good execution requires good solid market information.
With organic products so hot many a natural product manufacturer or organic food processor has found initial success came easy. As the field matures however, competitors enter the market and bigger retailers show interest in the product. Both require a fledgling company to be prepared with data and selling points.
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Published on April 11th, 2008
As a blogger and freelance journalist, I receive several to many press releases a day, promoting all sorts of products, web sites and events. As a marketing consultant, I write press releases for my clients and struggle with the time and energy that goes into creating something which, well… often isn’t read.
Silicon Valley Watcher, Tom Foremski puts it nicely:
Press releases are nearly useless. They typically start with a tremendous amount of top-spin, they contain pat-on-the-back phrases and meaningless quotes…
Press releases are created by committees, edited by lawyers, and then sent out at great expense through Businesswire or PRnewswire to reach the digital and physical trash bins of tens of thousands of journalists.
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Published on April 7th, 2008
Green apparel, previously the purview of high end shoppers and new mothers has entered the mainstream, driven by demand by eco conscience young consumers. Though the fashion industry thrives on planned obsolesce, younger women, in particular, are finding ways to find a middle ground between consumerism and green living.
“Gen Y and the Millennials are really driving this trend,” says Barbie M. Casasus, senior director and consumer strategist at Iconoculture, based in Minneapolis, adding that 20- to-28-year-olds represent about $520 billion in buying power and say they are willing to pay more for organic and fair-trade products. “And they’re pretty passionate about it. While it’s a category that is still in its infancy, the demand is growing.”
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Published on April 4th, 2008
Wow. Try convincing the zoning regulators to give the OK for more density let alone allow beer cans, car tires and water bottles be your tools of choice to produce thermal mass and energy-independent housing.
Not a chance you could pull it off unless you’re renegade architect Michael Reynolds, Garbarge Warrior.” Read the rest of this entry »
Published on April 3rd, 2008
The European Union’s heavy industry carbon dioxide emissions during 2007 reached around 1.914 billion metric tons according to data released Wednesday. The numbers were 93% complete, because some of the 10,500 companies registered on the Europe’s carbon trading platform had failed to meet the March 31 submission deadline. Prices on the secondary carbon market rallied on the news Wednesday. The price of benchmark European Union Allowances (EUAs) futures increased 88 cents, a 3.9% rise.
The numbers are important for traders on the European Climate Exchange, who take guidance from the level of actual carbon emissions to gauge what demand for offsets is likely to be.
The data indicate there’s been a 1.1% rise in CO2 emissions according to Oslo-based Point Carbon. The release of the data marks the start of the second phase of the European Trading Scheme, a market-based cap-and-trade system which has been going for three years already.
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Published on April 1st, 2008
All participants to the EU Emissions Trading Scheme ought to have submitted crucial data on their 2007 greenhouse gas emissions levels by 31 March. The greenhouse gas data would be sourced by around 10,500 companies involved in carbon trading and is an important factor influencing the market price of traded carbon.
But many of the parties failed to meet the deadline, which is why the EU authorities in charge of the information said they will release the data to the public at a later date.
Emissions data is of vital importance for market traders because it shows the level of demand for the instruments they trade. The data is seen as a benchmark number setting the appropriate carbon price.
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