Purses, Peers, Posts and the Power to Move Green Markets

        Purse String Theory:

Women determine over 80% of the all consumer buying. By purchasing and promoting fully sustainable products, they can redirect the business climate while cooling down the global climate.

Back in March 2007, the market was just waking up to the fact that women bought all the consumer stuff. Pink was in and green was still in the hands of eco-activists.

If you read a cutting edge research reports on "consumers" they focused 100% on what women wanted. If you read cutting edge research on "green consumers," the report surveyed 50% men and 50% women. 

The message conveyed was if you sold mainline consumer goods, then women were your target audience. However, if you sold green, you sold to both genders.

Today  green has gone mainline and that puts the market square in the pocketbooks of women and their influencers. Women are being asked to perform their fiduciary duty of buying green when we have a choice or make due until choice happens.  

The global ramifications are huge both economically and for the co-creation of a sustainable planet. 

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