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Green Marketing Trends - Guidance for Wildlife Friendly Products to Understand and Access Green Markets

Development and conservation professionals are increasingly incorporating conservation products into their portfolio of activities to contribute to biodiversity conservation and poverty alleviation for the communities that live in high biodiversity areas. Tremendous progress has been made in involving communities in good conservation practices, developing enterprises that are sustainable and generating income that also promotes biodiversity conservation. Yet, these groundbreaking enterprises and products still struggle to understand the markets for their products and how to access these markets. This guidance tool is intended to provide an overview of green market trends using the language, research findings, and market segmentation of U.S. based. | ih USAID FROM THE AMERICAN PEOPLE Enterpriseworks VITA Fighting Poverty With Profit Green Marketing Trends Guidance for Wildlife Friendly Products to Understand and Access Green Markets 2009 By Julie Stein and Ann Koontz www.EnterpriseWorks.org Green Marketing Trends - Guidance for Wildlife Friendly Products to Understand and Access Green Markets Printed on recycled paper May 2009 This publication is made possible by the generous support of the American people through the United States Agency for International Development USAID under the terms of the TransLinks Leader with Associates Cooperative Agreement No.EPP-A-00-06-00014-00 to The Wildlife Conservation Society. TransLinks is a partnership of The Wildlife Conservation Society The Earth Institute EnterpriseWorks VITA Forest Trends and The Land Tenure Center. The contents are the responsibility of EnterpriseWorks VITA and do not necessarily reflect the views of USAID or the United States government. Enterpriseworks VITA Fighting Poverty With Profit Green Marketing Trends - Guidance for Wildlife Friendly Products to Understand and Access Green Markets Table of Contents Introduction.2 Green Market Opportunities that Can Benefit Development and Conservation.4 The Range of Green Options.5 Green Market Segmentation.7 Target Consumers and Which Green is Most Important to Them .7 The LOHAS Consumer.7 Looking Beyond LOHAS.11 Evaluate your Product in the Green Context.12 The Importance of Telling Your Story.13 How Do I Tell My Story.14 Branding Strategies The Role of Eco-labels and Trust Labels.17 Conclusion.19 Additional Resources.21 Photo courtesy of EnterpriseWorks VITA