Baby Steps: Women Appreciate Even Gradual Green-ing
Thinking about and protecting the environment is increasingly important to consumers (as per this recent MediaPost research brief on Nielsen Online findings). To those of us studying female consumers, in particular, this should be no big surprise.
My latest post for eBrandMarketing presents a good example of one brand investing themselves in “green” (rather than painting themselves in it). Here’s an excerpt:
Eco-responsibility is the most current and exciting realm where women are noticing what brands are doing, and how they are going about it. For instance, I recently received notice of Banana Republic’s “Greener Cities 1% At A Time” campaign along with my monthly statement, and then a day later read more about the woman behind that brand’s more eco-aware approach in the May issue of Elle. In that piece, Alessandra Brunialti, vice president of women’s design, says something from which pretty much any brand could learn:
“One step at a time. We are carefully choosing the ways we can make a difference. We don’t want to be one of those companies that claim they’re ‘green’ without doing the work. It’s going to be a gradual progression.”
