In This Chapter
Determine your target market
Green consumers value green products
Green buyers expect product integrity
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.
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 ...