In another thread, I said I was getting fed up with the whole marketing industry and feeling jaded by the whole thing. I also said that I want a simpler life and that I have a values conflict between manipulating/marketing and being a bit alternative, wanting a greener life etc.

Eileen suggested that I market green/eco products or help other companies to.

I've thought about this before, but came to the conclusion that most people involved with making and selling green/eco/organic stuff would be too hard to sell to.

This is what I've noticed:

People involved in this kind of thing tend to be quite idealistic and a bit hippyish. One might even say less sophisticated than other business people. Anyway, having bought from and otherwise interacted with companies selling stuff like green cleaning products, organic vegetable boxes and so on, I've often noticed that their marketing is amateurish. This is not the case for all of them, of course.

Also, I had a suspicion that these types of businesses would not see the value of marketing help. Someone then confirmed this suspicion, and I decided to shelve the idea.

There is possibly also a problem with demand (or maybe not - maybe now is the right time to get into this?). "Green" is (or was) somewhat marginalised until fairly recently, and associated with cranks, dropouts and eco-warriors. Where does one go to find green consumers?

Also, some green solutions, such as solar water heating, photo voltaics, green construction etc. involve large capital outlays with long pay-back periods - making these kinds of products hard to sell to anyone other than the die-hard environmentalists - and ones with money, to boot!

At the same time, there are larger and more sophisticated companies getting in on the act, and I wonder about the ethics and the high prices that they charge. The cyncial part of me thinks that they're overcharging because they know that the people who buy these products are well-meaning, privileged middle-class people.

So, I'm wondering if it's worth me getting into this or not, and in what capacity. I could either carry on consulting - but change my market to green/eco companies, or I could do some kind of affiliate marketing (I do the marketing, but someone else does the order fulfilment), or carry stock and do the whole thing myself.

Has anyone here thought about helping these types of companies with their marketing? Has anyone successfully sold their services to these types of people? Does anyone know anything about the viability of this market segment?

I look forward to your thoughts,

Jane

Jane,

Some years ago, SRI (Stanford Research Institute) conducted a huge study about psychographics. VALS (Values and Lifestyles Survey) broke down the population into several categories and termed this market segment "Societally Conscious". They found that they consisted of essentially 2 subcategories.

Type A is the aging hippie type. They tend to distrust "the man", don't like money and want to think of themselves as "intelligent" and hard to "manipulate" into buying.

Type B are more highly educated, hate "hype". Again not heavily into money and career. May be successful, but are somewhat conflcted and ashamed of their success. While they can afford the Mercedes, they feel better buying the Volvo or Suburu.

Yes. I know these are generalizations. Not perfect (and especially when summarized here).

But do I think there's a viable market? You bet.

Do I think you're on the right track if you pursue this market? Based on your previous postings, definitely!

Jane, I honestly think you can speak their language. Especially Type B, because of what Gary Halbert calls PWM (Players With Money). What good is it to sell people who can't afford your product?

Think Volvo, Suburu, Ben & Jerry's ice cream (do they have them in England?)

In short, go for it,

John

Hi John,

Thanks for your answer. Go for which? Selling consulting to eco companies, or marketing direct to consumers?

Yes - we have Ben and Jerry's here, but the reference is lost on me. I'm not sure what point you're illustrating.

Also, I can't think of any Type Bs. Everyone I know is either not that well off, and into the environmental thing (e.g. teachers), or they're very well off, have no guilt that I've noticed, and most don't give a toss about the environment. People who are really into the alternative/eco lifestyle seem to deliberately block money coming into their awareness. Maybe I just haven't met those people.

Anyway, if you could clarify, I would be grateful.

Jane

Jane,

The VALS survey took place in the US, but I would imagine that UK is similar.

Ben and Jerry are the quintessential Type B's. They made millions selling ice cream, with flavors like Cherry Garcia. Yet they maintain their green values. They donate to enviro causes. They (at least while they ran the company) had a rule that the CEO could not earn more than (some small multiple) of what the lowliest newbie factory worker earned. They may have had to change that when they wanted to hire a new CEO and couldn't get anyone qualified to take the job.

You, yourself may be more of a Type B Societally Conscious person than you realize. Also look at your local, liberal (labour?) politicals for possible more examples of this type. Who is donating to their campaigns, for instance.

The very well off who don't care about the environment (relatively speaking) are classified as "Acheivers". That's a whole different group.

As to whether you should go for the consulting to eco companies, or direct marketing to consumers would depend on which gives you the juice you're looking for. Isn't that what you're after in this whole career examination thing?

Best wishes.

John

No. My main priority is survival. I need to make a living. I don't have time to pontificate over which one I prefer, I need to find out which one has potential. If they both have potential, then I'll choose the one that suits my nature better.

But really, I was after information on whether enviro companies hire marketing consultants. If, as a rule, they don't, then clearly that is not an option and I shouldn't waste any time or resources on it.


Thanks for your help,

Jane

Perhaps you would do well in helping others with environmentally-friendly business opportunities.

I found some really good "green" businesses here:

http://tinyurl.com/n8g2x

If you're not into biz-opps, I'm sure if you contacted the right people, they may be looking for a good marketing consultant.

Jane,
In the U.S. the wellness/green industry is taking off. And the people who are buying the product .. are upper middle class to wealthy . The companies that sell these product do need better marketing. One reason is because once people start to use an enjoy the benefits one product they want more .

today the money is in the distribution of products ..these people need access to places they can get distribution .. as a marketer .. with all the tips and tricks to set up a webiste that sells stuff.

either build you own catalouge website of green stuff .. or work with people who are already doing it . it may not be something you can jump right into .. but if you really want to get into marketing this stuff .. work on it on the side

ken

Hi,

here is my vision about : Marketing Ethical/Green products.

the mean problem in this feald is the philosophie.

I mean people in this field are (PS:no generalisation) againt a system.

established system, established rule.

are they utopic?
are they dreamers?

they want just an alternative, so sell alternative.

how sell alternative, it have to use originality, and to focus on global benefit, this mean the all is better then a single person benifit.

buy this because it help others.

and thier is an other problem witch is the distribution, and the marketing, because they are against established rules that make rich more rich and more poverty, they want EQUITABLE ECONOMY but how to do that?

so to resume :

1) the message it have to show that buy is more then consomation act but a civic (ps: word too much for this situation but I havn't found an other) act.

2) an other medium for the advertising, and distribution based on comunity and association and specific market.

3) Joint venture !!! oh yes this tool , to make it clear that when you buy this you help others.

but it is hard to make billion on such market and when you make million it begin to be suspicious, you have just to make money and to plane for an equitable sharing of that money .

this is my modest vision hope that help.

So I'll ask my question again.

Has anyone here had anything to do with ethical/green companies?

I'm after data/experience not conjecture and opinion.

Jane

Who are the right people? What do you mean by right people?

Talk about stating the f'g obvious!!! Of course if you "contact the right people" they MAY be looking for a good marketing consultant.

How does that advance the case? Where's the business model in that?

Look, the point is this. Do green companies hire marketing consultants - yes or no? I suspect the answer is generally "no", and I'm certainly not up for educating another market. If the answer is no, then that business model is a non-starter.

And that's all I want to know.

And no, I don't have time to do this "on the side". There's no "on the side" for me, because "on the side" implies being paid to do not a huge amount between 9 and 5, and then doing something else when you get home. What I do currently is full-on and full-time. I really don't understand how self-employed people can do anything "on the side" - that makes no sense to me whatsover. If you aren't focussing ALL of your energies on your core business, then what on earth are you doing?

???????????????

Jane