Everything you need to know about green consumers: traits, preferences, market strategies, and how to avoid greenwashing.
By ISABELLA CASTAÑEDA RODRÍGUEZ | EGADE BUSINESS SCHOOL
Green consumers are a growing market niche. Different motivations drive them but share a common interest in social impact and environmental awareness.
In Territorio Negocios, Luciana Manfredi, professor in the Department of Strategy and Leadership at EGADE Business School at Tecnológico de Monterrey, and Melanie Picard, Research and Innovation Product Owner at Pernod Ricard, discussed how companies can engage with this market.
The conversation in episode 203 was moderated by Eduardo Aguiñaga, National Director of Full-Time Programs at EGADE Business School, who began the dialogue by referencing the post-COVID-19 ecological awakening that gave rise to the green consumer, as mentioned in a report by the World Economic Forum.
It was clarified that there are different types of green consumers who share interests such as sustainability, social well-being, and responsible consumption. Some prefer products made with organic materials, while others are primarily concerned about their health.
“Some people are drawn to this type of consumption because of their values or personal ethics. They are willing to make an effort in their purchasing habits just to align with their beliefs and principles,” said Manfredi.
According to Picard, companies can approach these consumers by emphasizing their social and environmental impact. “By showing that and choosing more traditional distribution channels, like small shops, markets, or even individuals, it could be a way to stand out from the rest of the market,” she said.
The episode also addressed ways to avoid greenwashing, examples of effective strategies targeting green consumers, and how companies can use innovation, technology, and artificial intelligence to thrive in this niche market.
This and other episodes of Territorio Negocios are available on Spotify, Apple Podcasts, Amazon Music, and YouTube.