When Marketing to Women Take Note, Green is the New Pink

This might be one the most ingenious efforts in harnessing the buying power of women in history. It is truly one in a million. (Plus, I think I have found a new favorite website.) The biggreenpurse.com site (there’s a book with the same title to boot) is dedicated to using the power of the purse to save the earth.

Diane MacEachern, founder and CEO of The Big Green Purse believes that the fastest, easiest, most direct route to a clean and healthy environment is for women to shift their spending to environmentally-safe, socially responsible products and services. She says, “Women spend $.85 of every dollar in the marketplace. That’s a lot of power packed in a purse…but only if it’s used in a way that can’t be ignored.”

That’s why the Big Green Purse is encouraging A MILLION WOMEN to shift at least $1,000 of money they already spend for an initial $1 billion Big Green Purse impact. Women can join BGP’s Be One on A Million movement—the more money women spend on green products, the more they encourage manufacturers to reduce pollution, save energy and water, use less packaging and protect natural areas.

The Big Green Purse makes it easy for its sisters to do the right thing. They’ve strolled the shopping aisles and browsed the search engines so their readers don’t have to. They’ve found products that are really green (not just “green washed”) at affordable prices. Where possible, they’ve pinpointed goods that are not only green but “fair trade,” meaning people are paid a fair wage for their work and no child labor is involved.

This is a just another example of not only the tremendous power of the purse, but it also provides more evidence as to how female consumers are motivated by things that mean something to them. Because believing that women are your main market is just the first step – you must be in tune to what motivates them.

To find out more about what women’s green expectations are visit: www.biggreenpurse.com.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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4 Responses

  1. Great post, Stephanie, and perfect timing. I’m sharing your thoughts and biggreenpurse.com with a consumer products client of ours. We had a discussion just yesterday about the need to refine their green messaging, but they feel the market isn’t ready yet, especially given the recession. I think not, and movements like this demonstrate just how much power consumers have and are willing to use to move a cause. Thanks for sharing. BTW, you second link to their site doesn’t work. Oops.

    • Thanks, Park. I hope it helps. I agree 100% with you. The market is most definitely ready for green…but only if it’s real. Green is also considered, being mindful, frugal and good stewards. I would suggest that “especially” during these times, those are messages women want to hear and you would want to send. A stand for green does that and without looking cheap or impeding upon brand equity. And thanks so much for the link info. Should be corrected now. 🙂

  2. I stumbled upon your site via Twitter a few days ago and have really enjoyed the posts I’ve read so far. They are timely and informative. This one especially. I love these little untapped territories where not much has been figured out, yet. Like, Green Marketing or social media. Both of which you seem to be on top of. Very nice.

  3. […] Or already know and implement this philosophy? Read the whole article at she-conomy.com Share […]

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