If two-thirds of the flowers consumed are purchased by women, and that’s true, according to Amy Stewart, author of Flower Confidential, then you need to know who these women are. You also need to know that these women are the face of the Green Consumer.
The Consumerology Report released by The Gandalf Group in Toronto claims that the environment is a gender issue, with 46 per cent of Canadian women being very concerned about the environment and another 39 per cent being somewhat concerned. That’s a whopping 85 per cent of the female population.
Frank About Women, a U.S. marketing-to-women communications company, polled a sample group of women to get a better look at “The Greener Side of Female Consumers.” From its survey, Frank was able to determine that women look at green products differently depending on their motivation to buy. They then developed four distinct green personalities based on these motivators:
Eco-evangelist,
eight per cent:
Think Wonder Woman. This under-30-
something woman is politically active, preaches green and demands a green alternative to her favourite brands.
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Home Health
Administrator,
24 per cent:
This is the den mother. Two-thirds of them have children and make their purchases based on whether the product is good for the children and the home. They have the highest median income and will pay more for a green product.
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Convenience First,
39 per cent:
I’ll do it as long as it’s easy. She’d like to help the environment but is not prepared to devote time or energy to figuring out how. She’ll buy green products that match or outperform her favourites. She’ll buy more as they become readily available.
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Eco-cynic,
29 per cent:
She’s not convinced. She won’t go out of her way to find green products because she doesn’t believe that they are making a difference to the environment. She will buy green if they save her money or benefit her family.
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Four Green Tips to Build a Brand
- Be Innovative – Fifty per cent of women would prefer a green alternative to their favourite products. This is especially true of packaged goods.
- Be the Colour Green – Although Wal-mart is making huge inroads in the green biz, no one has green brand recognition. This leaves room for florists to build the niche.
- Pale Green Won’t Cut It – Forty per cent of women will trust an environmentally responsible brand, but that loyalty will fade if she loses confidence in that brand. Be authentic.
- Give Her a Green light – Most women won’t go out of their way to find a green product, so be sure to promote green products and services. Consumers place a lot of value on labels and are more likely to purchase certified products.
Most importantly, you need to know a woman’s green needs. Women are more likely to seek out information from other women, than any other source, so use this to your advantage. As a predominately female industry (sorry, guys) retail florists have an opportunity to create an exchange of knowledge about the greening of our industry and create loyal customers. So with Mother’s Day just around the corner, get busy and get green.
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