The goWholesale Blog

Good News For Organic Product Marketers

May 13th, 2008

A recent study conducted by Mindset Media and Nielson Online reports that consumers that regularly purchase organic products are 153% more open to new experiences. This information is useful because it means that marketers no longer need to be as concerned with marketing their products strictly through niche channels (yoga or green magazines for example) and can now look to expand their efforts across multiple networks. The key being to appeal to these consumers’ mentality. These marketing efforts will reach a much wider audience that are perhaps not "classic" organic consumers (based on participation in yoga or other traditional wellness activities marketers use to target their products through) but rather a new brand of organic consumers-ones you can appeal to through a specific way of thinking.

The study also revealed that organic buyers come from all different levels of income. This is because buying organic is a mindset. People who are organic consumers believe that no matter what the expense, they are going to reap the benefits of their purchase and in some cases, might be getting more (healthier, more durable, better for the environment, etc.) for their money. So catering a marketing strategy to this attitude should be relatively straightforward.

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