Lunch + Learn: Decoding the Mainstream Customer: How sustainable companies can increase market share in this
If you only look at the raw data, driving increased sales of sustainable products should be as simple as incorporating environmental or social messages into your branding and marketing campaigns. After all, more than 71 percent of consumers “think green” when making a buying decision, and nearly three out of four Millennials are willing to pay more for sustainable brands. But on the contrary, the vast majority of sustainable brands fail to realize the full potential of their revenue growth beyond the 19 percent of the population that buy sustainable, green, and/or socially-focused products no matter what. The problem is that many sustainable brands approach the mainstream consumer the same as they do the green consumer — or worse, they try to comingle two different messages together, creating a marketing mash-up mess. Either way, the end result is lost opportunity: less impact in the world and less revenue on the balance sheet. In this session, Carolyn Parrs, a leading expert in helping sustainable product companies increase market share to the mainstream consumer for over 15 years, will share: How sustainable brands can decode the vastly different values, motivations, and purchasing decisions of these two market segments The five specific key drivers that determine exactly how mainstream consumers make green or “eco-friendly” purchasing decisions How Millennials — who will be 50 percent of the workplace in less than 5 years — view sustainable / environmental products and what they want most from your brand before they make a purchase Actionable key strategies to effectively position and message your sustainable brand to mainstream buyers so that it not only educates and motivates them, but serves as the “tipping point” in their buying decisionParrs will also reveal the results of Mind Over Markets’ recent propriety analysis of top sustainable product brands, as well as share real-world case studies and examples of companies that are successfully leveraging the five key drivers of buying decisions... and others that are falling short. Attendees will walk away with a mix of both new insights and proven strategies they can take back to their teams for immediate implementation. About the Presenter: Carolyn Parrs is the CEO of Mind Over Markets, a sustainable brand marketing and messaging company in Seattle and Santa Fe. Since 2003, MOM has helped thousands of sustainable product companies increase market share with mainstream consumers. Carolyn worked a top NYC advertising agencies serving clients such as General Foods, Proctor & Gamble, AT&T, IBM, Richardson-Vicks, Manufacturers Hanover Trust, and Time/Life Books. As committed sustainability advocate, she created Women Of Green, a robust online community that “turns up the volume” of the feminine voice in sustainability and socially-focused issues.
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