Grousers
A selection of consumers defined by the Roper ASW Green Gauge Report as disinterested in “green” or environmental issues. In 2007, these customers represent 19% of the total American consumer population. They tend to view environmental issues as too big and complicated to address.
Sprouts
A selection of consumers defined by the Roper ASW Green Gauge Report as consumers undecided about environmental issues when it comes to buying and using products and services. In 2007, these customers represent 26% of the total American consumer population and often evaluate environmental issues one at a time, comparing each to their personal benefits […]
Greenback Greens
A sector of the market defined by the Roper ASW Green Gauge Report as interested in “green” or environmental issues but not always willing to spend extra to support their ideals. In 2007, these customers represent only 10% of the total American consumer population (up from 6% two years earlier) but are still more educated […]
True-Blue Greens
A sector of the market defined by the Roper ASW Green Gauge Report as the most interested in “green” or environmental issues. In 2007, these customers jumped dramatically from only 9% to 30% of the total American consumer population and they tend to be educated, have higher incomes, and influence other consumers.
Ecological Marketing
Developed in the 1990s, a marketing approach to highlight products and production methods that improve environmental performance, further ecological causes, or solve environmental problems. Marketing products and services on these effects is growing but not all environmental claims are accurate. Some might be examples of green-washing. Ecological marketing works well with some groups of users, […]
Ecological Footprint
A term coined by ecologist William Rees and Mathis Wackernage to describe the total ecological impact (the amount of land, food, water, and other resources needed) to sustain a person or organization. This is usually measured in acres or hectares of productive land. It is used to determine relative consumption and is frequently used as […]
E-waste
Also known as electronic waste or high-tech trash, it is considered hazardous waste. E-waste contains harmful metals such as lead, cadmium, and mercury. When these elements are dumped into landfills they leach into our soil and water supply. The health effects of these toxins on humans include birth defects, and brain, heart, liver, kidney and […]
Diminishing Marginal Utility
A concept from economics that describes decreasing utility or desire for more of the same product or service. The “law” states that the more we have of a given product the less satisfaction (or utility) we receive from each additional unit (for example, the first slice of pizza delivers more pleasure than the second and […]
Design for Environment
Design for Environment (DfE) is a process used in many industries to help organizations improve the environmental impact of their products and services throughout the development process. Each industry approaches this process differently and there are few standards. In addition, for small manufacturers, this is often seen as a time-consuming and expensive additional cost. This […]
Corporation
A legal entity that gives a business or organization (or sometimes a church, town, or city) in the USA rights similar to those of an individual. Corporations limit liability for their employees and stockholders, who are protected from many of the actions or consequences of the corporation’s actions. Since corporations are granted many of the […]
