Case Study
An analysis of the sustainability-minded consumer market in the U.S. and suggested steps for improved environmental marketing in the consumer electronics product market sector
Client:
Lexmark International
Role:
Project Leader
Services Offered:
Communications and Messaging, Sustainability Marketing
Problem/Issue:
Over the past decade, companies have been introducing a greatly increasing number of products labeled as “environmental,” “sustainable,” or “socially responsible.” These initiatives imply that there must be a significant consumer base to whom these eco-labeled products should be marketed. However, there is no definitive answer as to what portion of the population is interested in eco-labeled products, and it is equally unclear how to best reach these sustainability-minded consumers.
Our Analysis:
J. Gowdy Consulting was hired to conduct research and create a report that both identified consumer segments by their propensity to purchase eco-labeled products and also proposed specific ways to identify and reach these segments in order to target the messaging of specific Lexmark eco-labeled products.
J. Gowdy Consulting compiled results from five different leading market research surveys that segmented consumers based on their awareness, understanding, and willingness to buy eco-labeled products. We then analyzed the information gleaned from these surveys to report on five sustainability-related marketing topics:
- Summary of how to segment consumers by different characteristics in relation to their concern for the environment and eco-labeled products, knowledge and awareness of eco-labeled products, and propensity to purchase eco-labeled products.
- Number of sustainability-minded consumers in the American market and the number of consumers willing to pay a premium for eco-labeled electronics.
- Key characteristics used to identify sustainability-minded consumers.
- Product aspects that are important to sustainability-minded consumers.
- Recommendations on how to best reach the target segment of consumers.
Our Results:
Our final report was utilized by Lexmark to identify target market segments, create consumer messaging content, and assist in new product development.