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Consumer Goods Companies and Online Ad Networks Target Green Moms

February 25, 2010: 01:20 AM EST
Consumer goods advertisers and marketers are increasingly targeting “green moms”, a consumer segment that The Social Studies Group has further broken down in to a number of subcategories: “super greens”, “mainstream greens”, “simple lifestyle mamas”, and other subcategories. Brand loyalty remains to some extent, but moms are willing to give up their usual brands to make more eco-friendly purchases. This trend has been picked up by online ad networks, which are creating verticals dedicated to the green sub-market generally and green moms in particular, who are seen as particularly interested in green issues, partly because they want to maintain the health of their children but also because they care about social issues. They are also seen as market influencers. It seems likely that more manufacturers will use these green-focused online ad verticals to communicate the green nature of their products, just like Clorox has for its Green Works natural cleaning products and detergents. It is promoting a "30 Days to Natural" challenge on green moms sites.
Kate Kaye, "Marketers See Green in Growing 'Green Moms' Audience", ClickZ, February 25, 2010, © Incisive Interactive Marketing LLC
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