Target Group
The target group for sustainability advertising is “responsible consumers”. They are aware of sustainable development issues or in the niche of activists and follow sustainability principles. These consumers have a continuously developing commitment towards a more responsible lifestyle and are serious in their sustainable intentions and behavior. They are interested in information about products or services, real product labeling and have an independent attitude towards mass media and advertising. Responsible consumers can be seen as 'optimistic realists' encouraging society to continue development in a sustainable way. They are critical towards their own behavior concerning environmental impact of the products or services they consume. Responsible consumers are sensitive for corporate behavior and are careful in trusting companies which laud their social or environmental commitment even if it is independently monitored. They consume efficiently, see economic growth decoupled from environmental degradation and focus on ‘common but differentiated responsibility’ to improve the quality of life. Responsible consumers demand a higher value from their purchases in terms of social responsibility, environmental impacderations. They show an increasing awareness on social and environmental issues and offers in domestic and export markets. Focusing on the responsible consumer as an overall target group, further division into the following target subgroups can be made:
• LOHAS – who are strongly concerned about their health, taste of food and with a high level of responsibility for environmental and social issues.
• Status addicts – who are strongly concerned about social visibility of the purchase and want to be perceived as sustainability consumers.
• Transition towns community members – narrow group with the focus on local consumption and sustainability.
• Concerned parents – who want the best and the healthiest products for their children.
• Currently constrained – who would like to be more sustainable, but don’t think there is much they can do in their current circumstances.
Read more about this topic: Sustainability Advertising
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