It's come two days too late for Spring Cleaning Month, but we're going to cover it anyway. From our marketing friends over at BrandChannel comes this insight: us greenies are a profitable market segment. Year-over-year growth is averaging 40% in the industry. The branding gurus say we're after authenticity. The trouble is, it's hard to create a feeling of authenticity when the market is demanding new products and companies are bringing them to market as fast as they can. (Clorox's GreenWorks line is a good example of this trend.)
Another note of uncertainty is the weakening economy. The fear is that we have grown to associate "green" with "luxury," and in a weak economy, we'll go back to basics and leave the more expensive green products, like the Ecover and Seventh Generation brands featured in the article, to languish on store shelves.
That may very well happen, but it doesn't mean we won't still be buying green. It just means that instead of GreenWorks, we may be going back to basics like baking soda and vinegar, or concentrated products like CleanVia.
Have you changed your green purchasing patterns because of the economy?