4M

A few months ago, I was having lunch in the Gourmet Ghetto with a new friend who wanted to pick my brain after my enthusiastic reaction to his product. He owns a small but rapidly growing business and we were trying to describe his target market.

I said, “Well, just look at me. I’m The Green Between. I’ve got a young child and I think about what kind of planet I’m leaving him - without letting it take over my life. I shop at Trader Joe’s and Berkeley Natural (substitute Whole Foods or a natural foods co-op here) … but also at Safeway. I’m not a vegetarian, but I try to buy as much organic food as my meager means allow. I feel guilty about using disposable diapers, but there’s no way I’m swishing poopy cloth diapers in the toilet. I grow an organic garden, I wear Keens and Crocs, I recycle and compost religiously … but I don’t own a Prius. I’ll pay more for recycled paper towels, but I absolutely refuse to buy recycled toilet paper … that stuff is rough!”

We laughed and agreed that the consumer he is trying to reach is definitely not the old “yurts-n-birks” crowd but a younger, slightly less crunchy group that lives sustainably and makes educated purchase decisions while still maintaining a sense of luxury in their lives. Anyway, I’m tired of being called LOHAS. It reminds me of Lindsay Lohan. And Cultural Creative is so damn generic. I think The Green Between sounds so much better. Don’t you?

~m

My friend’s company: gDiapers.com

This entry was posted on Thursday, July 27th, 2006 at 11:06 am and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.