Target market- Ideal client

This post include information about target market, researching which generation will be interesting by my  wood-ceramic candle holder. Crafted with attention to detail, choose only sustainable materials and natural beauty bring home elegance design. I found which generation most interesting in my products its definitely Gen X and Millennials are they the more eco-friendly. 

Millennials, born between 1981 and 1996, care a lot about the environment. Gen X, born 1965 and 1980, prefer quality and authenticity product.

Source: Schroders Global Investor Study 2019

In the last five years, the Economist Intelligence Unit found that the popularity of internet searches for sustainable goods around the world increased by a shocking 71%, sustainable developments and the demand for more ‘ethical’ methods has become ‘the new normal’. Here, Millennials and Gen X are leading the charge and becoming the target of many campaigns.(Whitlock, 2022)

65% of Millennials prefer to buy products in-store, while 55% favour going through online retailers like Amazon. 

Additionally, researching show me, that my ideal clients are woman, from Gen X they are more likely by eco-friendly products to buy sustainable materials and unique design items. They more often buys home decorations. And I decided my ideal client would be ages 35. Despite the higher cost, woman are ready to invest their sustainable and quality handmade product. Effective sales include both online and real shops, as well as social media. Costumers often read reviews before buying and this means I should describe my product give more information and details.

Willingness to spend more on sustainable products has risen 17% across all generations. Gen X now has the highest likelihood to pay more of any generation, at 78% (7% higher than Gen Z) All generations of shoppers are more than willing to pay 10% higher for sustainable products.(Johnson, 2023).

Update: Ideal client

Reference 

Whitlock , Laura , and Neesha Nhika. “2CV | Helping Clients to Make Their Mark.” Www.2cv.com, 28 June 2022, www.2cv.com/insights/how-sustainable-fashion-and-beauty-brands-can-reach-the-gen-x-consumer/.

Johnson, Bobby. “Consumer vs. Retail: Does Sustainability Really Matter?” Inspira Marketing, 7 Feb. 2023, inspiramarketing.com/consumer-vs-retail-does-sustainability-really-matter/#:~:text=Gen%20X%20now%20has%20the. Accessed 15 May 2024.


Brett, David . ““Gen Xers Care More about Sustainability than Millennials.”” Www.schroders.com, 17 Sept. 2019, www.schroders.com/en-gb/uk/individual/insights/gen-xers-care-more-about-sustainability-than-millennials/.