Released on: November 28, 2007, 11:43 am

Press Release Author: Jennings Public Relations & Advertising

Industry: Marketing

Press Release Summary: Green consumers mean big business, an estimated 500 billion
dollars in 2008. But according to a recent study released by Experian Local Market
Services, only a small segment of green consumers, known as behavioral greens, are
likely to spend the extra cash on environmentally-friendly products and services.
Before marketers and advertisers fully invest in the trend to be green, they need to
know how to reach these new green consumers in national and local markets. Free
download: www.smrb.com/greenmarketing.

Press Release Body: New York - Green consumers mean big business, an estimated 500
billion dollars in 2008. But according to a recent study released by Experian Local
Market Services, only a small segment of green consumers, known as behavioral
greens, are likely to spend the extra cash on environmentally-friendly products and
services. Before marketers and advertisers fully invest in the trend to be green,
they need to know how to reach these new green consumers in national and local
markets.

Find out where the greenest-to-brownest consumers reside. Download free consumer
profile map from Experian Research Services: www.smrb.com/greenmarketing.

Chris Wilson, president of Experian Research Services, explains that mass marketing
may not be the best option for companies that want to reach green consumers in local
markets. \"Marketers and advertisers will need a targeted strategy to engage green
consumers,\" explained Wilson. \"For example, not all media markets contain
\'behavioral greens\' and some markets have a higher concentration over others. The
greenest markets are unique in their media and purchasing behaviors and are 33
percent more likely to avoid watching television commercials and are 40 percent more
likely to shop online than before,\" said Wilson.

In contrast to behavioral greens, the study suggests that potential greens and true
browns aren\'t as inclined to respond to green marketing and invest in
environmentally-safe products and services, browns being the least receptive. Hear
Angelika Kaprelian, product manager of Experian Research Services, describe these
different segments: http://www.youtube.com/watch?v=lNuZ_Jx_Glk

. Behavioral Greens: Consumers who think and act green. They have negative attitudes
towards products that pollute the environment and incorporate green practices on a
regular basis.
. Think Greens: Consumers who think like green consumers but don\'t always
necessarily act green.
. Potential Greens: Consumers who don\'t behave or think along environmentally
conscious lines but remain on the fence about key green issues.
. True Browns: Consumers who aren\'t environmentally conscious and may actually have
negative attitudes towards media with a heavy environmental focus.

Experian Research Services\' study further illustrates that potential green consumers
are declining and are likely migrating into the true brown or greener categories.
Watch Angelika Kaprelian, product manager of Experian Research Services, give tips
on how businesses can market to green consumers:
http://www.youtube.com/watch?v=jBF60vjTLn8

There is a real opportunity for companies to engage green consumers. During a
presentation made by Irene Stillings, Executive Director for the California Center
for Sustainable Energy, an Institute of Grocery Distribution (IGD) survey found that
15 percent of consumers can\'t find [ethical products] on the shelf in [their]
supermarket and 14 percent of consumers do not have ethical products available at
[their] retailer. The consumers who will most impact the bottom line of companies
going green are those that consciously choose to purchase from greener companies and
others who are willing to go out of their way to purchase green products.

A September 10, 2007 article in BtoB Magazine explained that as more companies join
the green movement, the products and services they provide will help convert those
consumers who may only be thinking green but not acting green. Moreover, ECOMALL, a
website dedicated to helping save the Earth, stated that organizations proactively
extending their range of products or services to cater to this growing segment often
find they can reach new prospects, often a more affluent segment of shoppers, and
generate higher profit margins in addition to added revenue.

Wilson added that the increased importance of being able to identify those consumers
who are willing to either pay more or expend more effort in keeping their buying
behavior consistent with their green attitudes creates a huge demand for more
granular segmentation and targeting. \"Which consumers are only thinking green? Which
consumers are actually acting green? Who will be the most receptive audience for a
green message or a new greener product or service?\" asked Wilson.

Earlier this month, Experian Research Services announced its new segmentation
marketing system called GreenAwareT to address green marketing opportunities. It
uses key environmentally-relevant measurements in Simmons\' National Consumer Study
identifying the four distinct groups and offers profiles about their lifestyle,
media and buying behaviors.

GreenAware\'s development was based on consumer survey responses in the National
Consumer Study. Thousands of variables, including questions targeted toward
environmental concerns and issues, as well as consumer buying decisions, were
utilized in creating the segmentation. The depth and breadth of data used in the
development of GreenAware comes together to create a more robust and accurate
marketing and attitudinal picture of consumers related to the \"green\" trend.

Experian Local Market Services delivers twice as many markets, three times the
consumer data (60,000 data variables) and sample sizes five times larger than
competitive offerings. Its services include targeted consumer and business marketing
lists, geographic mapping analysis, local market consumer research and geographic/
socio-economic segmentation. (For more details, visit us at www.smrb.com).

Experian Research Services: The mission of the group is to enable clients to
optimize communications with their customers and prospects across multiple channels
by providing a robust description of the American Consumer. Experian Research
Services operates: Simmons (a full service, consumer research organization that has
been The Voice of the American Consumer for over 50 years) and Vente, a real-time
online quality lead generation service. In 2006, Experian Research Services was
ranked the fastest growing market research company by Jack Honomichl, the leading
market research industry authority.

Web Site: http://www.smrb.com

Contact Details: For media inquiries, please contact Valerie Jennings at
816-221-1040 or send an e-mail to info@jenningspr.net.