Is Green Still Relevant to Consumers, Businesses? water conservation product buying map.

This Friday, April 29, I’m interviewing Jacquie Ottman, principal of J. Ottman Consulting, and author of a new book—“The New Rules of Green Marketing.” We’ll be discussing the “New Green Marketing Paradigm,” beginning at 2 p.m. Eastern/11 a.m. Pacific.

You’re invited to join me. Register here using the password: GMC_ott

So what does this have to do with your business? Remember the trends expressed by your customers—and the customers of your customers—will influence the products you sell and produce.

Green Consumers
It turns out that as confused as it seems American consumers are about “green” products, they are putting their dollars on the line in many parts of the country. Researchers from Amazon—nation’s (world’s?) largest online retailer—have mapped a number of green product segments and labeled zones on a map of the United States as “hot” or “cold” depending on deviation from national averages.

The color scheme—green and orange—is a refreshing change from the blue and red of political maps; though there could be a bit of correlation.

Purchases of water-related products and books on water conservation are the strongest in the Southwest (duh); however, those of us in Seattle are falling short on our purchases of rain barrels, according to hometown Amazon. Could it be because the city sells them to us at a discount?

Daytona Beach has the most purchases of solar panels—plenty of sunny there—and my friends from La Crosse, WI, buy the most books on energy efficiency. Frankly, if you’ve ever lived through a Wisconsin (or Minnesota) winter, you’ll understand why. Those sub-zero winter temperatures can drive your energy costs through the roof!

Nationwide, the Northeast makes the most green purchases for infants and children; it’s all those green parents!

Check out the maps here; so do you live in a green region?

A business adviser and problem solver, Gail is managing director of Business Strategies Etc., which provides strategic marketing and business planning services and manages the execution of marketing communications tactics that help companies:
• Define their sustainability strategies,
• Deliver a positive, sustainable image,
• Gain credibility, trust and respect, and
• Measure the results of their green initiatives and actions.

Gail is a nationally recognized speaker on a wide range of subjects and brings enthusiasm and a unique blend of experience to the podium. As an industry analyst and journalist contributing to publications in the United States, Canada, India and Brazil, she has covered a number of beats, particularly sustainability in printing and mailing, print on demand, variable data printing and direct mail.
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