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You ARE the target market

Supply always comes from demand, and I’ve noticed more and more choices in purchasing cruelty-free footwear. Not all are labeled certified vegan but many are assuming the label of “vegan-friendly”.

So what forces are driving this increase? Well, you are. A recent Roper poll suggests the potential market for environmentally and socially conscious goods is large and growing. Here are the results of the poll:

Core Environmental Consumer 22% - 29% of the U.S. Population	Environmentally Sensitive Consumer 26% - 31% of the U.S. Population
At least half this group are baby boomers. (30 - 45 years old)	The majority of this group are Generation X. (18 - 29 years old)
Predominantly female.	Gender balanced.
Middle to upper income.	Generally middle income.
Most have college degrees.	Educated or still in school.
Think globally, act locally.	Think locally, act locally.
Pro-active on environmental issues, either with their time or money.	Act only on environmental issues that affect them.
Skeptical of commercial claims.	Skeptical of commercial claims.
Most will not pay much or any premium for environmentally correct product.	Will definitely not pay a premium for environmentally correct product.
Environmentalism is a lifestyle issue.	Environmentalism, when convenient.
Active in the outdoors.	Somewhat active in the outdoors.
See themselves as non-conforming.	More non-conforming.

© 2009 Shoes With Souls.