I just responded to a media request from a journalist who was wondering, "Who buys green and why?"As an expert in the field of green marketing, LOHAS marketing, wellness promotion, wellness marketing, yoga marketing and organic internet marketing, I've spent the last 20 years working with clients that include wellness companies and progressive businesses to help them crack this code. But truly, the answer is quite simple. Green consumers want what's best for them and the future of our planet. And they are passionate about aligning their purchasing decisions with their values.
For instance, when a green consumer buys an organic apple, they are voting with their dollars to enjoy the superior taste and personal health benefit of the apple—but in addition they are supporting the health of the planet in addition to the farmers who choose organic farming methods.
Green consumers want it all. And they know they can have it. They want to buy products that are as good for them as they are for the Earth. It's the ultimate win-win.
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