The True Greens will pay more and go way out of their way to purchase responsible products from responsible companies. Furthermore, businesses must understand which social or environmental message works with which product. Other environmental messages, such as chemical-free, risks to farm workers and soil erosion were less effective. In short, for the socially responsible business marketing to the Cultural Creatives, sales growth requires both satisfaction of the core purchasing criteria for the particular product and the communication of the social or environmental message. It's clear that these and other social trends are showing that the time for socially responsible business is now.
Market trends show a growing market for socially responsible businesses and products.
There is a growing segment of Americans, the Cultural Creatives, who now number between 40 - 50 million people and are ready to act on their social, environmental and spiritual values. They desire to integrate these values into their everyday decisions, purchases and investments. Socially responsible businesses are uniquely positioned to deliver on the core values of this segment of Americans. The Cultural Creatives are clearly the target customers for socially responsible businesses. This market is larger and stronger than many socially responsible businesses have measured.