Man vs. Naturaleza: How ‘green’ are Hispanics?

“Last year at a conference I heard the VP of Innovation and Design at J&J say that “green is the new black.” While I doubt he meant that fashionable people will replace their go-to black clothes with green ones, I do agree that “green” (in the environmental sense) has become cool and is impacting business. Ford has already come out with hybrids for some of their cars like the Escape (Porsche is planning the same); consumer packaged goods are taunting their contributions to the environment; airlines are jumping on the wagon; and importantly, the population is being segmented and analyzed differently because the degree of greenness a consumer has can speak volumes about their perception of brands, what products give them status, and the types of communications that are persuasive to them. “*

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