THE LIGHT GREEN CONSUMER

IDEAL TARGET AUDIENCE

Subscriber demographics:
  • Median age: 35
  • 94/6% women/men
  • Median household income: $82,000
  • 79% attended college
  • 70% professional/post professional degree
  • Drive their SUV to Whole Foods
  • Do not expect companies to be perfect in order to be considered "green"
  • Are beyond boycotts
  • Drink organic wine after yoga
  • Applaud convenience; want to reduce their environmental footprint through their everyday decisions
  • Voted for Kerry and Schwarzenegger
  • Are educated and seek information from sources they trust

THE "TYPICAL LIGHT GREEN CONSUMER" IS AN ELUSIVE ONE

Unlike more clearly defined target groups such as Asian American men or college-aged women, values-based consumers are hard to define demographically. "Greenness" extends throughout the population - some greenies are reading Sierra Club Magazine, while others would rather curl up with the latest issue of Self. Still others are watching The Discovery Channel, while switching to E! on commercial breaks.

Because these conscientious consumers don't self-identify and aren't politically or interest-aligned, reaching this enormous but amorphous market has been incredibly problematic for socially responsible corporations and smaller, "pure play" green companies.

Until now.

"A pair of businesswomen who enjoy the finer things in life might seem like unlikely eco-gurus, but the cofounders of Ideal Bite have a formula that works: being ‘light’ green and proud of it." – Sierra Club
© 2008 IDEAL BITE, INC.