- Ad Age, Monday, April 20, 2009 11 AM
It looks like green marketing is recession-proof, Jack Neff reports, with launches of sustainable, environmentally friendly or "eco-friendly" products tripling so far in 2009, according to
Datamonitor. In addition, Nielsen Co. data show sales growth of organic food at 5.6% year over year in December from a year ago.
Though growth slowed in the fourth quarter, it was still
more than 7% in December, far healthier than the rates at even top-performing grocery retailers such as Walmart or Costco. "It looks like this green trend is going to survive the recession," says Tom
Vierhile, gm at Datamonitor's Product Launch Analytics.
As for the mainstream claim, Information Resources Inc. research finds sales of green products growing fastest in the 52 weeks
ended Jan. 25 in a predominantly Hispanic segment labeled "respectful stewards" and a predominantly white-male segment labeled "proud traditionalists." Sales actually remained flat in the
"eco-centric" segment with the highest interest in green issues.
The article includes four tips for green marketers, including the encouraging point that "opportunities remain."
advertisement
advertisement
Read the whole story at Ad Age »