Companies who market to green consumers look at those on the spectrum as well as determine which consumers will provide the greatest volume potential. But with so many consumers firmly entrenched in the middle green, there exists opportunities to create products with mass appeal.
For consumer packaged goods purchases, women are typically the primary target audience as they still do the bulk of today’s household shopping. Seventh Generation, a sustainable personal care and household cleaning products manufacturer, targets the middle green as well as new moms, whom they find to be especially interested in making the world a better place for their newborns.Romy Ribitzky, “Seventh Generation Embarks on First Ever National Ad Campaign,” Portfolio.com, February 11, 2010,