The Green Team
The Green Team originally started in New York in 1993 and in 2007 they also set up shop in Hobart. They’re a communications agency that awakens brands, positioning them for success in a world that demands responsible business. The most interesting thing about them though is that they cater for what they call, the awakening consumer.
Awakening consumers are a powerful audience who they’ve been studying for years. They describe them as “well-educated products of the information age, who do their homework and support brands whose values are in line with their own.”
The awakening consumer was 22 per cent of the adult Australian population in 2008 and has doubled in size since 2002, making them the fastest growing segment.
Here’s an excerpt of one of their many interesting findings:
Sacrifice will become simplicity: Many awakening consumers who have lost their jobs, taken pay cuts or seen their savings accounts eroded over the past few months have been forced to reduce spending, and accept a sense of sacrifice. While, initially, the scaling-back and/or foregoing of various purchases may have been involuntarily, there will be many families that eventually come to appreciate their newfound level of simplicity.
There are few advertising agencies like this and to think the Green Team started in New York 17 years ago is amazing. Talk about predicting the future!
But that’s not all, last year, Green Team Australia also commissioned an energy footprint audit with evovantage Australia, to continue their progress in “greening” their office and reducing their carbon footprint. And who said advertising was evil?
I think I’ve found my new agency idol.
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