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SPS 2012: Marketing 'green' to the mainstream
May 23, 2012
SPS 2012: Marketing 'green' to the mainstream
With a majority of U.S. consumers identifying with green values, brand owners must learn how to effectively communicate their green message in a relevant way.
Not long ago, green products and services appealed mainly to a small minority of die-hard eco-conscious consumers. Today, a majority of U.S. consumers identify with green values at some level. In 2010, the Natural Marketing Institute’s LOHAS (Lifestyles of Health and Sustainability) Consumer Trends Database found that 83% of the U.S. population is involved in green values, activities, and purchasing.
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