Ode to Women and Green Marketing
Have you seen this month's Ode Magazine? It arrived the same day I said to four women, "I know 8 women who own a Prius. One of the women raised her hand and said, "Make that nine." Then the others raised their hands as well. Four out of five of us owned a Prius. I was the fifth who didn't and that's only because they weren't available the day I HAD to buy a new car. (I have a 40 mpg Civic, however.)
I said to them, "See, you're the reason that Detroit changed its ways." (I don't have the research, but I'm betting that the majority of Prius owners are women.) Because women purchased Priuses for the gas mileage, practicality, environmental statement, looks, whatever...Toyota went to the front of the eco-car class and Detroit has been playing catch up ever since.
Now back to Ode. On Page 50 is an ad for the Green Festival in Chicago and topics of what the 350 exhibitors will cover. How many of these areas are women's topics that you'd find in any woman's magazine? Nine out of the 14 topics are traditional women's magazine's story lines. The others are topics that feed or support those nine.
- Green careers/education
- Social Justice
- natural health and body
- green media
- green technology
- natural home and garden
- green business practices
- fair trade
- indigenous goods
- organic food/agriculture
- natural foods
- green kids' zone
And because is was a women's issue, here are a few more items.
Page 18, Rosa Hilda Ramos, she was/is a housewife in Puerto Rico who tried to protect her family from pollution. Rosa founded CUCco (Communities United against Contamination) in 1991. She didn't start it because wanted to run a business. She did it because it was the right thing to do.
Page 33 - The Not-So-Secret Secret to Changing the World - "Women can lead the way from the survival of the fittest to the survival of the connected." by Lisa Witter and Lisa Chen.
Page 46 - No More Business as Usual - how social investors can help bring about corporate and political change - by Amy Domini, the CEO of Domini Social Investments and author or several books on ethical investing.
Page 55 - A band of women in pink hats and boots are heading to a store to challenge the management by asking, "How can you be sure this cushion wasn't made by children?" or "What percentage of the sales price of this chocolate bar goes to the cocoa farmer"?
Gary Hirshberg CE Yo of Stonyfield Yogurt said about making an environmental impact:
"I realized I needed to move into capitalism if I wanted to have a bigger influence. Business is the only source powerful enough to manifest the change we need." (amen Gary)
Who buys the Stonyfield Yogurt that helps capitalism work? Women. Who buys the majority of the things listed in the Green Festival Categories? Women.
Therein lies the new world order that's emerging from the co-creation of a Sustainable life. The world of buyers and sellers - the buyers being primarily women. Think about that the next time you see a green consumer study. Be sure to check out the methodology behind it. If the survey was a 50/50 split of men and women being surveyed ask to see just the stats coming from women. I'm betting that you'll see a far more engaged group appear.
The pictures came from Ode. Pick up a copy and read it from cover to cover. You'll feel better afterwards.