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Meet the New Consumers: Five Marketplace Trends That Will Shape the Green Economy and Change the Future of Branding

The dawn of a more resourceful, creative and sustainable economy is beginning, with a growing number of New Consumers re-thinking what really matters and creating new ways to do more with less. BBMG's Raphael Bemporad and Mitch Baranowski introduce you to these values-aspirational, practical purchasers and share five emblematic trends that show how this group is taking sustainability from buzz to tipping point.

Comments

Profitability

kk, I'm sold kinda. I like the tripple value proposition. This is a very compelling argument on how to shape a brand that will have high consumer afinity.

However, what are the levels of profitability of the brands that were referenced in the presentation?

Re: Profitability

Hi Unika, 

Thanks for watching! We at BBMG firmly believe that there's a strong connection between a company's values and its profitability. We know this is true anecdotally for mission-driven brands like Warby Parker and Seventh Generation; increasingly, we're seeing independent studies confirm this for large companies as well.

The top performers in Newsweek's Green Rankings, for example, outperformed the S&P 500 by an average of 4.8 percent over the last two years (http://www.thedailybeast.com/newsweek/2011/10/16/green-rankings-2011-what-investors-should-know.html). 

The Stengel 50--a 10-year growth study of 50,000 brands--has found an even more compelling link: Businesses focused on improving people's lives have a growth rate triple that of their competitors (http://www.jimstengel.com/grow-the-book). 

Thanks again, 

The BBMG team