Eight Myths About Green Products and a Secret About the Hispanic Marketplace

Posted by Elena del Valle on March 2, 2011

By Jacquelyn Ottoman
Author, The New Rules of Green Marketing

Jacquelyn Ottoman

First the secret: Latinos are just as likely as Whites and Asians to be “green” consumers! According to the Natural Marketing Institute, a respected marketing research firm, in 2009, Latinos represented 4% of U.S. population—and 4% of U.S. green consumers, too. What’s more, green Latinos tended to be equally distributed among the same types of green segments as Whites and Asians: LOHAS (Lifestyles of Health and Sustainability) – 4%, Naturalites 1%, Drifters (status-conscious) – 4%, Conventionals (resource conservers) 4%, and Unconcerned 3%.

This means that marketers targeting the Hispanic market with the high quality products that Latinos seek, need to heed the same myths of green marketing as the White and Asian marketplaces. These myths of green marketing, as I describe in more depth in my new book, The New Rules of Green Marketing Strategies, Tools and Inspiration for Sustainable Branding include:

Myth #1 Green products don’t work as well.

Fact: Method, Tide Coldwater, and Clorox Greenworks brands have been developed specifically to work as well or better than regular products—and command a slight premium price to boot!

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