Wednesday, March 18, 2009

Profiling the Eco-Guest

this is a comment made to the article on

Green is the new Luxury on Travel Mole written by Sally Broom,

I was at this interaction too, and it was very interesting. The one thing that really hit me was that no one really knew who the eco-guest was, and I love this fact.

Gone are the days when you can profile a consumer based on how much money he/she has and what the education level is. I used to be in the consumer market research business several years ago, and it will be interesting to see how market research will tackle this new challenge. The difference now is that people are basing their purchases on values and principles (and this is not income or education driven). Its fantastic and exciting.

We are so used to follow an old age approach of divide and rule (basically fit everyone into boxes and then market to them) that we forget that this is a wonderful opportunity to market to everyone. And the challenge to cater to such a vastly different clientele is awesome.

The initiatives mentioned at this interaction were also wonderful, albeit a bit targeted to only the rich customer, whose eco/non eco balance might be a bit skewed, but it was interesting / inspiring to hear this prespective.


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