May 9, 2008

Organic Buyers More Open To New Experiences Than AverageBy Tameka KeePublications.MediaPost.com

Consumers that regularly purchase organic products are 153% more open to new experiences than the general population, according to a new study by Mindset Media and Nielsen Online.

And brands like Cascadian Farms (a division of General Mills) seeking to target these “open” consumers don’t just have to address them with ads alongside green-friendly TV shows like Discovery Health’s “Get Fresh with Sara Snow” or in magazines like Organic Family–they can place buys across networks and Web sites that appeal to the open consumer’s mentality.

“Marketers that have organic products can certainly go offline and advertise in places like a yoga or green magazine,” said Sarah Welch, COO and co-founder of Mindset Media. “But niche print titles tend to reach 90[,000] or 100,000 people. When you start to understand that what makes someone interested in organics is a mindset–then you can reach millions of people with that mindset with a simple online buy.”

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