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What Women are Buying to Save the World

We already know that according to several recent studies the majority of women are more likely to buy a product if it touts environmental responsibility. Some of the same studies revealed that women are more loyal to overall brands that actively display their love for Mother Earth.

A recent article in Marketing Daily titled, Monday Morning Environmentalists: Marketers Need Be Green and Proud, reveals studies that say Americans as a whole are now more likely to demand responsibility from corporations. (Once again this proves if you appeal to the intellect and sensibilities of a woman, you’re message will be effective across both gender lines.)

The article states a survey conducted by Cone, the Boston-based cause-related marketing agency. Here are few of the findings covered:

• 45% of respondents say that advertising is their favorite way to learn about a company’s corporate responsibility and environmental policy, beating out methods that include Web sites and packaging. That’s an increase from 41% in 2004.

• 93% of Americans believe companies have a responsibility to help preserve the environment. “Companies ultimately need to engage consumers and effectively communicate the impact their business practices and products have on the environment,” the agency says. “Consumers are listening.”

• 32% of Americans say they are more interested in environmental issues than they were a year ago.

• 85% of those surveyed said they’d consider switching products or services if they learned about a company’s negative corporate responsibility practices.

• 72% said they would be willing to pay more for an environmentally sound purchase if it saves them money in the long run.

Take Note: Consider going greener and talking about it. Start with what you’re already doing. If you send statements or invoices out by email to cut down on paper waste, tell people about it. If you use eco friendly products in your services or methods of production, flaunt it. Then go from there. What else can you do? Just think, you could help save the earth while increasing your market share. What could be better than that?

To read the entire article click here: Monday Morning Environmentalists: Marketers Need Be Green and Proud

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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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