Socialandenvironmentalconsciousnessamongconsumershasreachedatippingpoint(p.

19)
Consumerconcernfortheenvironmenthasbeenincreasingsteadilyoverthepastdecade.
Currently,overhalfofglobalconsumerstakegreenfactorsintoaccountwhenmakingpurchasing
decisions.60
Euromonitor,GlobalSurveyDatabase(2012).Thissurveyincluded16,000onlineconsumersranging
inagefrom15toover65,livingineightmajormarkets:Brazil,China,France,Germany,India,
Japan,theU.K.andtheU.S.
Companiesknowthattheyhavetoshowhowtheirproductsandservicesfitintoanintegrated,green
andsustainableapproach.P19BDC
EthicalconsumptionisincreasinglyimportanttoCanadianconsumers;informationonunethical
businessandsourcingpracticesismoreeasilyaccessible,andconsumersusetheirwallettoinfluence
companiestoadoptmoreresponsiblepractices.
approximatelythreequartersofconsumers[indevelopedcountries]claimedtheywouldpaymorefor
productsorservicesfromasociallyresponsiblecompanywithethicalproductionpractices,suchas
childfreelabourMoreover,threein10saidtheywouldpayapremiumof15%andmoreon
productsguaranteedtobeethicallyfabricated,andthreeoutoffiveclaimedtheywouldbe
willingtopaya5%premiumormore.
Thisenvironmentalandsocialawarenessishavingagrowingimpactonsubtrends,suchas
buyinglocallysourcedproducts.
Consumerswanttoknowmoreabouttheenvironmentalimpactoftheirpurchases.Mosthavealready
integratedsomeenvironmentallyconsciousdecisionsintotheirroutines.Forexample,oneinfour
Americanssaytheysystematicallytakestepstomaketheirhomeorlifestylegreener,suchasrecycling,
weatherproofingtheirhome,usingecofriendlyproductsordrivingenergyefficientvehicles.p.20
permitpackagingreuse,maketheproducteasiertouse,andpreventmessesandspills.Peoplearound
theworldlikeecologicalpackaging,withconsumersconsistentlyselectingthisoptionasoneofthetop
twofeaturestheywouldbemostlikelytopayextrafor.67p.20

Its becoming increasingly clear that sustainability can be a driver

of new growth that capitalizes on a rising demand for
environmentally friendly and energy-efficient products. (p.3)
The results of the survey reinforce our belief that there is broad
market demand for products with an enhanced environmental
profile, and that demand is coming from customers p.3
consumers have increasingly high expectations that the products
they buy do not cause significant environmental harm. Many
consumers seek information on how products are made, what they
are made from, how far they travel, and how they are packaged.
P.3
to tap into this emerging consumer mindset and create new market
opportunities based on sustainability-inspired innovations.p.3

Perceived as a permanent shift in consumer attitude, the business

world is responding with environmentally and socially responsible
practices. MORE PRODUCTS P.3
(MORE CUSTOMER ON BOTH SIDES MULTIPLATFORM) business opp.
MARKET RESEARCH
A recent PwC study completed for consumer products companies
found that greater focus on health and well-being, a rising incidence
of allergies, and concern about chemical safety have all increased
demand for organic and natural household and personal products.
(CUSTOMERS)
Low price elasticity of demand
Procter & Gamble (P&G) also cites new research that finds strong
consumer interest in goods that offer both environmental and
economic benefits. The company recently announced plans to
convert its entire powder laundry detergents to a compacted
formula in February 2011. (BUSINESSES)

Market Research:
1. Customer segment
a. Consumers
b. Producers
2. Competitors
By segment
a. Customers
i. Physical shops (independent shops) FOOD: Whole
foods, Planet Organic Clothing: People tree
Expensive: Sergio Rossi
ii. Online (specialized)
b. Producers
Amazon, Wal Mart, Ebay
Sales & Marketing
Pricing Customers
Management
Operations
Risk

Assessment
No customer engagement (marketing, brand)
Poor quality sellers (certification & reviews)
Bad customer experience (certifications of distributors and
transport)
Market is not ready (marketing strategy)
Entry of new Competitors (brand and customer
relationship/loyalty)

Financial Plan