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Information Technology News Here comes the 'bright green' consumer: vendors take note
Information Technology News Here comes the 'bright green' consumer: vendors take note | Here comes the 'bright green' consumer: vendors take note |
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| by Stuart Corner | |
| Tuesday, 04 December 2007 | |
  
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The Forrester survey, of 5,000 US adults, identified three distinct segments of US technology consumers: the 'bright greens who are concerned about the environment and strongly agree that they would pay more for consumer electronics products that save energy or come from a company that is environmentally responsible.; another 41 who have concerns about environmental issues, but do not strongly agree that they would pay more for environmentally friendly products; and the remaining 47 percent (about 96 million) who "do not (yet) share the greens' concerns about the environment or global warming." Among the major PC brands, Apple's customer base is the greenest, with 17 percent of its customers in the bright green consumer category. HP's Compaq brand ranks second, with 13 percent of its customers in the bright green category. Many of the major consumer electronic manufacturers, including Apple, Dell, HP, Sony, and Toshiba, have taken early steps to green their operations and products. But, Forrester expects all marketers and designers of consumer technology products and services to change product marketing and product design to embrace green principles like energy efficiency, lower-impact manufacturing, longer product life cycles, and recycleability. "All the green efforts of consumer technology manufacturers so far have been one-size-fits-all: They are not targeted at a particular segment of consumers, but apply across the board to a company's products, manufacturing, and supply chain," said Mines. "We fully expect green technology consumers to further emerge as a target segment for style-conscious electronics manufacturers as the industry moves beyond beige-box design." {moscomment} |
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