In This Issue
I hope everyone enjoyed a happy and relaxing May Bank Holiday. In this issue of Media Matters:
- New insight into the green consumer
- Media News including an interview with Ethical Living Magazine
- Media facts from Nick Davies
- London Aware 08
The Green Consumer
A new report on consumers' attitude to green purchasing was recently released. The report has been compiled using TGI data, the most comprehensive and credible research conducted amongst consumers. This report focuses on consumers' green values however many of the findings should be equally applicable to the wider ethical consumer.
The report segments consumers in line with their purchasing attitude towards green goods, the market breaks down as follows:
Engaged Greens (10%)
The most passionate green consumers, who will go out of their way to help tackle climate change and pay a premium for eco-friendly products.
Green Supporters (20%)
Care about the environment and would like to adopt more sustainable habits,
but won’t make big sacrifices in terms of price, comfort or convenience.
Neutral Greens (40%)
Aware of environmental issues and will buy into green initiatives, but only
if they offer functional benefits too.
Green Cynics (20%)
Doubtful about the value of environmental initiatives, and unlikely to choose green alternatives.
Green Rejecters (10%)
Disengaged and most likely to rebuff all green concepts.
Source: TGI Global Insights
The segments are shifting continuously, and rapidly as green awareness and pressure grows. The largest group are the neutral greens, who are aware of issues but want functional benefits too, this is the group who went crazy from the designer Anya Hindmarch 'I'm not a plastic bag' bag. Perhaps the answer to bringing more ethical supporters on board is in making goods as close to their mainstream counterparts as possible. It would seem just being green isn't yet enough to please the mainstream.
The report also highlights how important word of mouth and the media is in communicating green benefits.
Media News
Ethical Living Magazine
Kim Marks, the editor of Ethical living magazine was recently interviewed by PR Week, here's what she had to say about the revamped magazine and importantly, how to get your message covered:
We are not a student or activist title and our reader is certainly a more discerning female consumer. We are a magazine for people who would buy and pay a little more for 'ethically sound' products, while also demonstrating that Fairtrade, organic and recycled products do not always carry a premium.
What editorial changes have you made to the title?
We have extended the refreshment feature in our Food and Drink section to include a regular product review. This will focus on a different product group for each issue, ranging from wines and spirits to fruit smoothies and herbal teas. Our July/August issue will also see the addition of a regular entertainment section, which will review books, films, music and so on with an ethical focus.
What will you cover?
If it's ethical, we'd love to hear about it. Fairly traded home furnishings, natural skincare and organic foods all very much fit with the ethos of the magazine, as do campaigns on environmental issues such as climate change or recycling. We don't include profiles or interviews with MDs or entrepreneurs. We'd rather hear about the company, campaign or product itself than the person behind it.
What tips do you have for people contacting you?
We're a bi-monthly magazine, so it's important that we receive information as far in advance as possible. For example, any information on promotions and events planned for September's Organic Fortnight would need to be with us by July to be considered for our September/October issue. The first thing we look at is why or how a product, service, story or company is ethical, so it's a big help if this information is highlighted early in the release. It's also useful to see some example images.
editor@ethical-living.org
Media news........
Hot on the heels of BBC Green, the BBC has launched a new ethical fashion site called Thread. The launch of Thread coincides with the excellent BBC3 programme Blood, Sweat and T-shirts which can also be viewed on BBCi
- Marie Claire's ethical edition is on shelves now
- Media contact......Rebecca McQuillan writes the ethical pages for The Herald in Scotland. Rebecca's email is: rebecca.mcquillan@theherald.co.uk
- Green and Eco friendly products, devices and gadgets wanted for review for the Telegraph's online Green Gadgets feature.
Please contact Sav D'Souza: sav.dsouza@gmail.com
DIY PR? Facts From A Journalist
These following eight facts, worth considering when developing any PR Campaign, have been provided by award winning investigative journalist Nick Davies in his new book on the rise of 'churnalism'.
- Around 70% of news stories carried in the quality national dailies are recycled copy from the Press Association and other 'wires'. Are you wasting your time targeting your stories at papers directly?
- Local newspapers are most likely to reproduce your press releases word for word. And many national newspapers use locals as a source of news. Could your PR budget be better spent locally?
- A UN survey of poorly reported international news put child soldiers, economic refugees and water shortages among the least 'sexy' stories.
- Journalists are more likely than ever to reproduce your angle/story without question in news reports.
- Providing journalists with something they can use, and getting them to take notice, is a bigger challenge than not getting your particular message across.
- Newspapers don't avoid controversial stories because it would put off advertisers. They do avoid 'good news' stories because readers don't want them. So, what kind of stories sell newspapers and how can you get in on the action?
- Britain now has more PRs than journalists, and the Government puts out 20,000 press releases a year. Journalists have less time, less money and, controversially, are less diligent in fact checking than ever before. Providing journalists with what they want is the most effective way to get coverage.
- Some charities and ethical organisations are just as guilty of stretching the truth, exaggerating facts and statistics, and omitting uncomfortable information as big business.
Nick's book also provides some tactics to overcome the obstacles presented above.
www.flatearthnews.net/
London Aware 08
Visit London Aware 08 on Sat 10 - Sun 11 May
This public exhibition will feature numerous exhibitors and spokespeople. Here's what it is setting out to do:
We want to present options in a simple and understandable way. We want to show how modern life and considerate living can work together. You might be surprised, greener living can even save you money and make you feel good about doing the right thing too.
www.ukaware.com/index.php
That's All Folks
We hope you found this edition of Media Matters useful. Goodworld is an ethical communications agency. It is designed to help organisations with a cause have their message heard widely through strategic communications. If you would like to discuss you communications needs, please email or call us.
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