Listening to the Heartbeat of the ‘Green’ Market

May 13, 2010 1:33 PM ET

Taiga Company Blog

In the last 10 years, the consumer product market has experienced a dramatic increase in eco awareness, with a significant shift observable in the general public.  Consumer preferences for sustainable products have sparked a corresponding response from the business world.  Shifting market trends have given rise to a myriad of alternative products and services.  Evidence of this shift can be seen in the shear number of ‘green’ products available on the shelves at the local grocery store. 

A recent study released by the Shelton Group, Eco Pulse, reveals that 60% of American consumers are seeking out green products.  However, many consumers are presently confused about what exactly are the criteria for green products.  According to Eco Pulse, this confusion leads to a lack of trust.
 
Business and product reputation have become increasingly important in the ‘green’ consumer market. The Eco Pulse study examines some of the questions facing businesses looking to engage ‘green’ consumers: 

•    Who is likely to buy green products by category?

•    Which categories are the hottest for green?

•    What price premium consumers will pay for a variety of green features?

•    Which messages will consumers respond to, which terms need to be clarified and which promises will       be believed? 

Growing consumer eco awareness has also placed consumer preferences as a major defining aspect of business sustainability.  With consumer preferences shifting, the business world is responding.  According to Datamonitor's Product Launch Analytics, 458 new products have been launched so far this year with claims of “sustainable,” “environmentally friendly” or “eco friendly”. 
 
 
Home to one third of the earth's trees, the Taiga is the largest land-based biosphere and encircles the globe. Its immense oxygen production literally changes the atmosphere and refreshes the planet. It is this continuous renewal that has shaped Taiga Company's vision to drive similar change in the business world. Taiga Company seeks to be the "oxygen for your business".
 
TAIGA6621