So who are we talking to?

The course of work for EcoServe gets charted out once the Target audience is well defined. Knowing them better, helps craft information structure and the tone of communication.

The mind map helped categorizing the 3 clusters EcoServe aims to involve.

As a start up, reaching out to corporates and high influence individuals who are well informed about the environmental crisis can help ease in the operations. Initial plans include Afforestation around Satpura Tiger Reserve and Watershed Development.

The next set is mildly aware about the issues but unwillingly to contribute or take action. This sector will require some convincing especially by highlighting problems closer home that directly affect them. Then eventually scaling out their involvement.

The future of an initiative like this lies in preparing the generations to come to make better choices, preventive ones more than curative decisions.

Also the green movement has created a new generation of eco-conscious consumers. It's also created a new challenge for serious marketers.

The 2008 Yahoo! Green study­ found that more than three-quarters (77%) of consumers consider themselves to be greenies (concerned with the environment), and just over half (57%) have made green purchases in the past six months. Statistically only about 20% of consumers are “very” concerned with living and eco-green lifestyle and are trying to make a heavily committed impact on the environment. These deeply committed greenies are most likely over the age of 35, female and educated; many also live in metro areas and are likely to respond to ads stating the positive impact that a product has on the environment. Next are practical greenies. These green consumers are likely over age 45, likely to have kids and live in rural areas. Showcasing the immediate benefits of a green product is likely the best way to convert these consumers. Researchers with ICOM found that consumers over the age of 55 were more than twice as likely to buy green oriented products and services (real estate) as the average consumer. Men aged 65-69 were 1.7 times as likely to prefer/use green products & services.

Nearly 25% took more than one sustainability factor into account when making buying decisions while 30% look for eco-friendly messaging. Nearly 25% consider e along with eco-friendly marketing or products and organic designations when deciding on a brand (agent or brokerage). 40% of those surveyed look specifically for organic information.