And the answer is…

Macy’s!

Today’s brands are becoming more aware of their impact on the environment, as well as customers’ perception of their products based on how “green” they are. Macy’s launched this email campaign to encourage customers to sign up for electronic statements to help the environment and reduce costs associated with paper statements. The company created an new secondary logo for cardholders to shift perceptions of the brand.  What do you think? Do you find it effective?

Macy

As marketers, we all know the importance of segmenting our customers based on their key demographics, behaviors, attitudes, and affinities. But exactly who are these anonymous people we bucket into groups of hundreds, thousands, or even millions?

To help shed some light on what these customers look like and how they act, we proudly present “Know Your Personas,” a regular feature highlighting key customer groups to consider in your marketing strategy. Lucky for you, we have some nice data points courtesy of our friends at Experian Consumer Research, the home of Simmons.

For our first installment of Know Your Personas, we’re examining four shades of “green” customers — that is to say, segmenting your customers according to how eco-conscious they are.

What is the breakdown of U.S. consumers according to their attitudes/behaviors on the green movement? 

Source: Simmons NCS/NHCS Spring 2007 Adult Full Year

What defines each of these segments?

1. Behavioral Greens: This group of people thinks and acts green, holds negative attitudes toward products that pollute, incorporate green practices on a regular basis. 
2. Think Greens: This group of people thinks green but does not necessarily act green.
3. Potential Greens: They neither behave nor think along particularly environmentally conscious lines, and remain on the fence about key green issues.
4. True Browns: This group of people are not environmentally conscious, and may in fact have negative attitudes about green movement.