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The Complete Idiot’s Guide® To: Greening Your Business by Heather Gadonniex, Trish Riley

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Chapter 21. Promote, Support, Expand

In This Chapter

  • Determine your target market

  • Green consumers value green products

  • Green buyers expect product integrity

  • Educate consumers

So far, you’ve learned how to incorporate sustainability into your everyday organizational activities, green your products, and craft a credible green story. It is now time to focus on promoting and expanding your business.

Who’s Buying?

The Birkenstock-wearing tree hugger is not the only consumer purchasing green products these days. From SUV-driving soccer moms who want to save the planet for their kids to the thrifty consumer who purchased his hybrid because of fuel cost savings, the profile of purchasers of all things green is rapidly changing. According to BBMG, a branding ...

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