We spoke about earthsense’s unique data set, consumer insights derived from the database and opportunities to leverage the data to more effectively target consumers, particularity via retail channels. Recently, I had the opportunity to speak with Amy Hebard, Chief Research Officer and Founder of earthsense. For marketers, mining this dataset has the potential to uncover rich consumer insights that can help shape messaging, as well as guide marketing and media investments in a more targeted way. This dataset is based on both proprietary research as well as partner data sources. What differentiates earthsense, however, is the depth and breadth of it dataset regarding consumer attitudes, behaviors and demographics. Today, companies like earthsense are emerging to empower marketers to do just that.Īt its core, earthsense is a market research company focused on green consumers. Instead, marketers must target their audience in more mainstream channels. As such, focused periodicals may only reach “deep greens” which today represent only a fraction of the total population that express some level of interest in green. While green content sites or periodicals may seem like a natural fit, advertisers must remember that consumers come in all shades of green.
There are many reasons for this of course: consumer beliefs are still evolving demand is not well established and even where it is, purchase behavior tends to be inconsistent (e.g., the same consumer buys the hybrid and the SUV).įor green marketers to be successful, they must effectively and efficiently target their audience when and where consumers are most receptive to green messaging. Marketing green can be a challenge for even the most seasoned professional.