Why brands should reach out to "actives"

03/28/2014 | GreenBiz.com

Almost a quarter of American consumers are "actives" -- materialistic, brand-loyal shoppers who nonetheless expect products to manifest their core values. That's a big opportunity for brands to gain an edge over their rivals, eco-marketer Suzanne Shelton says. "There is a tremendous sales and marketing opportunity here for you," she says.

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