28. Consumer segmentation by level of “greenness” People Behavioral Greens : Consumers who think and act green. They have negative attitudes towards products that pollute the environment and incorporate green practices on a regular basis. Aware Think Greens : Consumers who think like green consumers but don't always necessarily act green. Potential Greens : Consumers who neither behave nor think along particularly environmentally conscious lines but remain on the fence about key green issues . True Browns : Consumers who are not environmentally conscious and may actually have negative attitudes about heavy environmental focus. Source: Simmons Research, 2008
29.
30. Consumer segmentation by level of “greenness” People Behavioral Greens : Consumers who think and act green. They have negative attitudes towards products that pollute the environment and incorporate green practices on a regular basis. Aware Think Greens : Consumers who think like green consumers but don't always necessarily act green. Potential Greens : Consumers who neither behave nor think along particularly environmentally conscious lines but remain on the fence about key green issues . True Browns : Consumers who are not environmentally conscious and may actually have negative attitudes about heavy environmental focus. Source: Simmons Research, 2008 LATINOS ?
34. The Hispanic organic consumer USH and NWH are consuming equally organic/natural foods 25% Hispanics 23% NWH Spanish dom. Bilingual 21-59 35% 29% Source: Simmons Spring 2007 NHCS Adult Full Year
35. Watch out Diet ≠ organic/natural 11.6% USH 11.3% NWH Source: Simmons Spring 2007 NHCS Adult Full Year
36. 1. Fruit and vegetables 2. Cereal and breads 3. Milk, Yogurt and dairies 4. Packaged goods
37. $300 million 2007 No. 3 in the U.S . Environmental values 1% USH
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39. How de we talk to the Latino green consumer? Health Flavor We can save the environment cultural & personal benefits of going green + Empower Latinos to buy the brand
44. Source: A retailers report ‘dismail’ holiday sales as buyers cut back, Associated Press, 2008 Latinos likely to trade down, not out Loyal Pragmatic Rational Downsize Downgrade Trade out
45. CAKES YOGURT ICE CREAM COOKIES FRUIT 26.4% 9.9% 8.9% 5.6% 4.1% % of Individual Hispanic Afternoon Snack Meals Source: National Eating Trends Hispanics, 2004 Over index 186 to non-Hispanics
46. YOGURT POPCORN ICE CREAM COOKIES FRUIT 26.8% 11.5% 6.4% 5.5% 3.3% % of Individual Hispanic Morning Snack Meals Source: National Eating Trends Hispanics, 2004 Over index 289 to non-Hispanics